Radio Ireland
INITIAL RESULTS JNLR 1996/97 In a previous analysis - See Radio Ireland (March 1997), doubts were expressed as to the size of the gap in the market Radio Ireland were aiming for (25-44 Adults) or in fact, if there was a gap there at all.
It was also pointed out that the fact that RTE Radio 1 had revised its programming to try to consolidate, if not increase its vulnerable younger audience, would narrow the gap even further, if successful.
Initial results from JNLR / MRBI (April-June 1997) covering the first three months of transmission show that the optimism surrounding the station's launch has been replaced by some harsh realities.
Chief among these is the fact that 79% of Adults never listen to Radio Ireland.
Secondly, they have managed to secure only 1% share of the radio audience nationally and third, only 4% of Adults listened at all yesterday (or on a daily basis).
Analysis of the various audience categories (listened yesterday) to get an indication of the station's strengths shows the following:-
1. Male (Male 5% - Female 2%)
2. Single (Single 5% - Married 2%)
3. Age 20-24
Age % 20-24 8 15-19 5 25-34 5 35 - 44 3 45+ 2 Average 20-44 yesterday listenership is 5%
4. ABC1
AB 5% C1 6% C2 3% DE 2% F 2%
Average ABC1 is 6%.
5. Urban (Urban 4% - Rural 3%)
A look at the performance of Weekday Individual Daytime Programmes shows the following:-
Programme Time % 000's Daybreak 07.00-09.30 1% (19,000) Cliona 09.30-12.00 1% (21,000) Entertainment Today 12.00-14.00 1% (15,000) Philip Cawley 14.00-17.00 1% (20,000) The Last Word 17.00-19.00 1% (16,000) Source : JNLR / MRBI (April to June 1997 )
Saturday's highest programme figure is the afternoon sports programme between 13.00 and 18.00 which attracts 13,000 Adult listeners (0%). On Sunday, the Dermot Morgan/News slot 12.30-13.30 slot has the highest figure with 20,000 Adult Listeners (-1%).
One area where the station has performed well is evening/night-time. This is a time when radio audiences traditionally tail-off, with some only delivering small fractions of the listenership figures achieved during daytime.
However, Radio Ireland has John Kelly's Electric Ballroom reaching 16,000 (1%) between 19.00 and 22.00 . He is without doubt one of the station's more successful appointments (previously with the BBC in Northern Ireland). Similarly, Donal Dineen's "Here Comes The Night" transmitted between 22.00 and 01.30 has been reaching the same level of audience.
In conclusion, it would appear that the basis for a successful station now exists. A major marketing job is now required to initially promote trial among the 79% not listening.
If their current performance against the 21% already listening was translated to cover the total potential audience, their listenership figures could increase 3 or 4 times which would be a step in the right direction.
Programme/Presenter changes have been made and probably more are required. It is unfortunate that to date, a "banner" big name has not been appointed.
There has always been a desire within the industry to have a viable alternative to RTE, if only to create additional availability of airtime.
So the goodwill factor is still there. It's up to Radio Ireland to deliver now.
They have an uphill struggle on their hands but it is one which they can overcome.