JNLR Radio Research National 2010-4

Looking at the National Listenership figures, one would think that RTE, as a whole, was having a torrid time dropping 39,000 in their combined listenership. But its only one station in the stable that’s making it look so bad – 2FM.

Last quarter in 2011 it lost 60,000 listeners compared to the same quarter in 2010. Given that, in general, radio listenership has stayed the same year on year, it’s nothing to do with the market.

At the bottom of this article are the listenership figures going back five years – all for the last quarter of each year.. Back in 2006, when we were being licked in the face by the now extinct Celtic Tiger, 2FM had a national audience figure of 18% or 618,000 adults every day. Compared now to 394,000 listeners in 2011, that’s a 56% drop in listeners.

Today FM managed to gain 14,000 listeners, but still stood at a 13% reach nationally. Newstalk gained a fairly impressive 27,000 and that added one point to its waistline pushing it to 9%. They will be encouraged by the fact that most of those gains were in Dublin (+27,000), which is a hard nut to crack given the competitive nature of the market.

Outside that the stations have remained fairly static, bar one.

   2012 20102 Diff    
‘000 R% S% ‘000 R% S% ‘+/- ‘000 ‘+/- R% ‘+/- S%
Any Radio 2,977 85% 100.00% 2,988 85% 100.00% -11 0% 0%
Any Regional 2,041 58% 52.40% 2,016 57% 53.60% 25 1% -1%
Any National 1,634 47% 47.60% 1,637 47% 46.40% -3 0% 1%
Any RTE Radio 1,228 35% 33.40% 1,267 36% 33.00% -39 -1% 0%
Any RTE 1,210 34% 32.80% 1,253 36% 32.60% -43 -2% 0%
RTE Radio 1 876 25% 23.40% 869 25% 22.70% 7 0% 1%
Today FM 467 13% 9.50% 453 13% 9.30% 14 0% 0%
RTE 2FM 394 11% 7.50% 454 13% 8.20% -60 -2% -1%
Newstalk 299 9% 4.70% 272 8% 4.00% 27 1% 1%
RTE Lyric FM 124 4% 1.90% 115 3% 1.70% 9 1% 0%

 

It’s a bit crowded – but it’s a good snapshot of each year.    

National – Yesterday 2011 2011 2010 2010 2009 2009 2008 2008 2007 2007 2006 2006
% R % S % R % S % R % S % R % S % R % S % R % S
Any Regional/Local 58 52 57 54 58 51 55 50 52 48 56 51
RTÉ Radio 1 25 23 25 23 26 23 24 22 23 22 24 21
RTÉ 2FM 11 7 13 8 15 10 16 12 17 13 18 13
RTÉ Lyric FM 4 2 3 2 3 2 4 2 3 12 3 2
Today FM 13 9 13 9 15 10 16 11 16 2 16 12
Newstalk 9 5 8 4 8 4 7 3 6 3