There have been big changes in the media landscape over the last 10 years and radio is no different, with the number of stations servicing the country increasing dramatically and bringing a wide choice in product offering to the audience, particularly in Dublin.
In an increasingly busier world, radio continues to be a huge draw and the Irish have a very healthy obsession with it. Any radio listening in the JNLR stands at 85%, ahead of our nearest neighbours, with the average time spent listening at 221 minutes a day, beating the time spent with Television and Press.
Like many sectors, the last number of years in radio have been tough, but particularly for stations launched recently, as advertisers lean towards trusted outlets. With ‘survival of the fittest’ being order of the day, many have had to adjust their cost base to ensure they are more efficient and for some, that they survive.
Thankfully, there has been little damage to the schedules and programme output on many stations with operators acknowledging that quality output and remaining visible and engaged with the audience is the key to continued strong audience results.
Listeners not only connect with the radio station, but the personality of presenters and both carry great influence. Many presenters have become more than just on-air personalities, carrying on an off-air interaction with their audience through blogs and social media; building their own communities of trust and influence. The loyalty to both personalities and the radio brand should not be under estimated. We have seen large growth in Sponsorship and Promotion spending; connecting brands to the station and presenters, which, when used with traditional radio advertising produces exceptional results.
The real power of radio in Ireland was evident in the weather crisis in November and December with people clambering for information, news, weather and also relief from the chaos. The availability of real time information and entertainment delivered by trusted personalities was key and resulted in huge text traffic and record website impressions for 98FM.com
Being this close and connected to listeners makes radio advertising very powerful and influential. Radio’s flexibility, quick turn around on creative, high listenership and cost effectiveness make the medium a key player as advertisers and consumers seek value and to move product and drive sales.
The widespread belief that the iPod, Google and online music services would kill radio has been proven untrue with traditional radio listening remaining very strong. Even in the US with the proliferation of online and satellite radio and music offer, listening to traditional stations remains strong. Recent research from Edison in the US shows that even with advances in technology, most say they will continue to listen to as much traditional radio in the future pointing to people’s connection with on-air personalities and for local content and information which they don’t get from the non-stop music streams.
For radio to continue to thrive in this new digital age, it requires accessibility and portability. Continuing to make stations available to the audience on established and emerging platforms is a priority. The explosion in smartphones and Apps has allowed us to be with our listeners when and where they want, not only providing them with audio content but added extras such as news, sport and entertainment news. It also provides advertisers with new ways to target an already engaged audience.
Even with radio’s continued strong performance, it lags behind its media competitors in spend. Digital might well be exciting and where the current growth is, but radio does digital too and it does it well.
Advertisers recognise radio’s ability to drive retail sales, brand awareness, web traffic and online search, however, there is still plenty of scope for advertisers to take a more holistic approach to planning radio and online combined. Experience on client campaigns and our own station activity shows radio and digital can be a great combination.
Campaigns that include traditional radio advertising, sponsorship, promotions and on-street elements can also integrate digital elements to continue the conversation with consumers in more locations and on different platforms. In App advertising, in-studio product placement on 98TV, pre-roll video and audio ads are just some of the options available for advertisers to further their relationship with the audience.
Radio is an important part of life in Ireland – ignore and discount it at your peril. It may be a traditional media but one that is moving with the new age and willing to innovate and invest in technology and platforms. Radio has the relationship and connection with audiences which are very valuable to advertisers.
And, the next time someone asks you, where did you hear that? Stop and think – I bet it was the radio.
Miriam O’Callaghan and Ryan Tubridy have tied for first place in a new list of Ireland’s most admired TV celebrities.
