Some 3.17m adults – or 83% of adult population – tune in to a radio station every day, each spending on average of four hours per day listening, according to the latest batch of research figures from the JNLR.
The research for the JNLR, which was carried out by Ipsos MRBI, also shows that when it comes to audio listening in Ireland, live radio dominates with an 85.5% share of all listening. This compares to 8% for owned music, 1.6% for podcasts and 4.9% for Spotify.
“The JNLR results share a very positive story about the power of radio in Ireland. Radio doesn’t sell advertising space, it sells the ability to reach a huge audience and the results out today show that 3.1 million people every day tune into Irish radio. These audiences are in every county in Ireland and include listeners of every age group from 15 years upwards,” says Gabrielle Cummins, chairperson of the Choose Radio Group.
“Radio talks directly to the ears of 83% of people every single day and that is a strong selling point to brands, businesses and advertising agencies. In addition, with radio audiences tuning in for an average of 4 hours a day and while a 30 second message may seem short, on radio it will resonate with more people, more often, reinforcing that crucial message that brands want communicated effectively,” she adds.