Local legends – JNLR regional focus

05.02.16 local radio, JNLR, regional radio

We look at who is getting the local listeners, according to the latest JNLR survey.

It was good news all round for Ireland’s regional stations in the latest JNLR survey, which confirmed that local radio continues to be a strong performer in the individual radio markets across the country.

In many areas, local radio reaches more than 40 per cent of the adult population every day.

On average, Irish audiences listen to almost four hours of radio every day during the prime 7am to 7pm time slot. Local radio holds the majority share position in this period at 53.9 per cent.

Youth on their side

Regional stations hold the majority share in all regions outside Dublin, the wider Dublin commuter belt and the multi-city region. Most significantly, it has the highest share position in the North West, 64.3 per cent; Cork, 62.2 per cent; and the South West, 61.7 per cent.

The JNLR report highlighted Highland Radio, Midwest Radio and Radio Kerry, which hold the majority share in their respective areas.

Among the 15-34 year old listener bracket, local radio holds the majority share at 66.1 per cent, up 1.1 per cent year-on-year, especially in Dublin (70.1 per cent), Cork (71.5 per cent) and the North West (68.8 per cent).

Beat beats their best

Northern Sound attracts over half the people in Cavan and Monaghan every week, 62,000 listeners, more than RTÉ Radio One, Newstalk, Today FM and iRadio combined in the region.

Meanwhile, Shannonside FM attracts 63,000 listeners in Longford, Leitrim and Roscommon every week.

Beat 102-103 now has 159,000 listeners tuning in every week, ahead of RTÉ Radio One, 2fm and Today FM in the south east. Andy Mac’s show, Break Drive, achieved its highest ever JNLR figures, attracting 48,000 regional listeners on the after work commute.

The station’s flagship morning programme, Beat Breakfast, increased its audience reach by almost a quarter year-on-year, with 47,000 adults in the region listening every weekday morning. The programme celebrates its 10th birthday in February 12.

Rebel rising

Clare FM achieved a 2 per cent year-on-year increase to its listenership to 49 per cent.

In Dublin, Radio NOVA now has 77,000 daily listeners, 148,000 weekly.

Cork’s RedFM jumped from fifth to first place in the Cork radio market with Neil Prenderville crowned the king of the airwaves with his talk show, which attracts 68,000 daily listeners.

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Conor – @conormcmahon