Radio - Damien Loscher, Ipsos MRBI

1. Damian Loscher
Managing Director
Ipsos MRBI

2. Am I Making The Right
Investment?

3. Can I Rely On The
Information?

4. A Bit Of A Digression
The
Democratisation
The of Research
Automation
The An Army of of Research
Science of Researchers
Research
QUANTITY
QUALITY
40’s/50’s 60’s/70’s 80’s/90’s 00’s

6. 15,000+ In-home Interviews
Every Year

7. There Is A Science To It

8. What Is The Information
Telling Me?

9. How Much Listening?
● Yesterday Reach
● Average Number of Minutes Per
Day – Listeners*
● Average Number of Minutes Per
Day – All Adults*
Source: JNLR 2011
*Weekday 7-7

10. Is Everyone Listening?
Younger (15-24) Working Class Men
Older (55+) Middle Class Women
Source: JNLR 2011
Yesterday Reach

11. What Are They Listening To?
Reach (Yesterday) Share (Minutes)
National
Any Station 85% 47%
Any National 47%
Regional
/Local/
Multi-
Any Regional/ 58% city
Local/Multi-city
53%
Source: JNLR
Oct 2011-Sept 2012

12. When Are They Listening?
% 2001 Ten Years Later
50
25
0
7
0
8
0
9
0
0
1
0
1
0
2
1
0
3
1
0
4
1
0
5
1
0
6
1
0
7
1
0
8
1
0
9
1
:
:
:
:
:
:
:
:
:
:
:
:
:
am pm
Source: JNLR

13. Who Is Listening?
% 15-34 % 35+
RTE 1 11 89
Tipp FM 11 89
Clare FM 12 88
RTE Lyric 13 87
Radio Kerry 14 86
Corks Red FM 72 28
i102-104 78 22
Spin Sth West 79 21
i105-107 82 18
Spin 1038 83 17
Source: JNLR
Oct 2011-Sept 2012

14. Radio Is The Guinness
Of Media

15. Timeless

16. ● Yesterday Reach 88% 85%
● Average Number Of
Minutes – Listeners
230 237
● Average Number Of
Minutes – All Adults
198 196
Source: JNLR

17. Others Are Playing Catch Up

18. 85%
Yesterday
31%
Reach
5%
Average Number
Of Minutes 217 16 2
– All Adults*
Source: JNLR 2011 Source: Ipsos MRBI Social Media
*7am-Midnight Tracker February 2012

19. It’s All About Sociability

20. Radio As A Companion Has
No Competition
Radio TV Newspapers Magazines Internet
Good for 39% -25% -15% -7% 8%
music
Keeps me
26% 0% -12% -7% -7%
company
More Irish than -
other media 20% -5% 9% -5%
19%
Let’s me know -
what is happing 19% -22% 20% -6%
in my area 10%
Good for 8% -18% -2% 2% 10%
anytime of the
day
Source: Ipsos MRBI
Online Survey 2011

21. Radio Is Highly Sessionable!

22. Heavy Listeners Are Key
To Radio’s Success
Heavy listeners (5.5+ hours
listened yesterday) accounted
for 21% of listeners but 52% of
minutes
Source: JNLR
7-7 Listeners

23. To Find Out More, Why Not
Download The JNLR App