New JNLR figures: Radio Reaches Millions Of Adults Every Weekday

The latest JNLR/Ipsos radio research released today, covering 12 months to end of August. Kfm still leads in weekly listening and length of time listeners stay listening.

Across the week, radio reaches an impressive 89% of adults, including 65% of 15–34-year-olds

Over 2.6 million main shoppers tune in every weekday, representing 80% of this group, while 76% of ABC1 adults listen each weekday.

Among adults aged 35 and over, radio reaches 83% every weekday, equivalent to 2.6 million listeners.

er 2.2 million adults listen to local or regional radio every weekday, highlighting the importance of local voices, news, entertainment and information in people's lives.

Kfm has retained its leading position ahead of all national and regional stations heard in the county, both in weekly reach and the amount of time listeners stay listening to Kfm each day.

For advertisers, this reach is particularly important and fundamental to brand growth.

Kfm CEO Clem Ryan says

"The research is compelling evidence of Kfm's quality programmes, produced and presented by a committed and professional staff.

"It demonstrates that audio delivers enormous audiences and therefore makes advertising on radio more effective".

Ciarán Cunningham, CEO of Radiocentre Ireland, said:

"One of radio's greatest strengths is its ability to reach across generations. We often hear about how difficult it has become to reach younger audiences, yet almost 900,000 people aged 15–34 are listening to radio every weekday.

"At our recent Sounding Out conference, Professor Mark Ritson presented international research showing that advertising campaigns incorporating audio were 22% more effective overall than campaigns without audio."

Key results from the latest JNLR/Ipsos survey include:

• 89% of all adults listen to radio every week.
• 78% of adults listen to radio on an average weekday, representing almost 3.5 million people.
• 65% of 15–34-year-olds listen each weekday, representing 891,000 listeners.
• 59% of 15–24-year-olds listen each weekday, representing 412,000 young listeners.
• 80% of main shoppers and 76% of ABC1 adults listen to radio each weekday.
• 84% of adults aged 35+ listen each weekday, representing 2.6 million people.
• Over 2.2 million adults listen to local or regional radio every weekday.
• 12% of all radio listening is through connected devices, rising to 18% among 15–34-year-olds.
• 8% of all radio listening is through a smart speaker, rising to 9.8% among 15–34s.