new test

The National picture for radio is still very healthy with 2,995,000 or 83% tuning in on an average day. But as the graphic shows the picture has been one of slight erosion over that past few surveys given that in 2009 radio’s reach was 87%.

The proliferation of technology isn’t exactly helping radio listenership as with technology comes other distractions like Facebook and Twitter etc which might well be eating into what was once radio time.

Radio listenership is much dominated by the early part of the day with the morning schedule between eight and ten taking the loins share of the listeners. The slowly drift away with a small spike at lunchtime and again during the evening commute. The last three surveys are plotted here and as you can see its fairly static. 

In terms of individual performance some stations have fared better that others but all the stations took a fall in this survey. Any radio listening is down 57,000 on the same period last year (2012 Q3).

Station 13_3 c1 12_3 c2 +/- +/-3 c3
Any Radio 83% 2995 85% 3052 -2% -57 -2%
Any Region/Local/M-City 57% 2061 58% 2098 -1% -37 -2%
Any National 45% 1624 47% 1681 -2% -57 -3%
Home Local Station 42% 1523 44% 1605 -2% -82 -5%
Any RTE Radio 34% 1231 35% 1260 -1% -29 -2%
Any RTE1/2FM/Lyric 34% 1211 35% 1248 -1% -37 -3%
RTE Radio 1 24% 861 24% 879 0% -18 -2%
Today FM 13% 457 14% 493 -1% -36 -7%
RTE 2FM 11% 384 11% 410 0% -26 -6%
Newstalk 8% 294 8% 303 0% -9 -3%
Other Regional/Local Station 7% 269 7% 253 0% 16 6%
RTE Lyric FM 3% 120 3% 124 0% -4 -3%

RTE1 still very much dominates the listening with 861,000 average every day. Its closest competition is Today FM at 457,000 (13%) followed by 2FM.  

The big faller in the survey was Today FM dropping 36,000 or 7% of its listeners and most of those losses we outside the capital. Another faller was 2FM dropping 26,000 and 6% of its listenership year on year. These are figures are taken in isolation and really any radio trends should be viewed over time.

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The graphic shows that while dropping in this survey, 2FM have put the brakes on the declines in recent surveys. Likewise, Today FM has performed marginally better in the more recent surveys.

Market Shares 

In terms of shares, there was very slight movement. The only highlights were that RTE Radio 1 gained 0.5% and Today FM lost 0.6% and 2FM dropped 0.4%. Outside that it was very much the same picture as last year.

Station 13_2 12_3 +/-
Any Radio 100.0% 100.0% 0.0%
Any National 47.0% 47.0% 0.0%
Any RTE Radio 33.0% 32.7% 0.3%
Any RTE1/2FM/Lyric 32.4% 32.3% 0.1%
RTE Radio 1 23.4% 22.9% 0.5%
RTE 2FM 7.3% 7.7% -0.4%
RTE Lyric FM 1.7% 1.7% 0.0%
Today FM 9.1% 9.7% -0.6%
Newstalk 4.8% 4.6% 0.2%
Any Region/Local/M-City 53.0% 53.0% 0.0%
Home Local Station 39.2% 40.5% -1.3%
Other Regional/Local Station 4.9% 4.2% 0.7%

 

 nat shares 2013 3

Over the day we have winners and losers in the different day parts. Below are four tabs showing this graphically. The first tab shows the whole day, which is a bit of a visual assault. The other three tabs break that down into easier to manage day parts.

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