Radio listening on the increase

Radio advertisers should take encouragement from the latest figures released by the ROI TGI survey in 2011. 2.7 million consumers (77% of the total population of the Republic) listen to the radio at least once per week, a rise of almost 100,000 in the past year. Heavy radio listeners, those who listen to 28 hours per week or more, have increased by over 40,000 in the same period.

Morning drive time has seen one of the most significant rises in radio listenership – with 30% of Irish adults listening to the radio while travelling between 6am and 9am, up from 26% just twelve months ago.

Irish radio listeners are also considerably more responsive to radio adverts than their counterparts in GB. According to the latest TGI data, 46% of radio listeners in ROI “often notice the advertisements on the radio”, dwarfing the 19% who often notice radio ads in GB.