Radio: Keeping It Local

Adults in NI are big radio-listeners – almost a third of the population listen to more than 10.5 hours of radio a week. In terms of what they listen to, they like to keep it local with more people preferring to listen to local news and current affairs (28%) than national news and current affairs (22%). In addition, they also prefer local entertainment (13%) to national showbiz news (8%). Some of their favourite shows include Stephen Nolan and Gerry Anderson.

There seems to be a sense of growing interest in local knowledge as those listening to local news increased by 4% and those listening to local entertainment increased by 3% from 2010. So despite the perceived dominance of national radio and all of its well known personalities, local radio is doing well in NI and marketers could do well to capitalise on this.