The latest Ipsos MRBI JNLR (Joint National Listenership Research) figures were released yesterday – for the period covering April 2011 to March 2012 (12 months).
Just under 16,000 people were interviewed as part of the survey and the results show that 85% of the public (adults) listen to radio for up to 4 hours during the 7am to 7pm timeframe Monday to Friday. Every weekday, an average of 59% people listen to their local or regional station while 47% tune into national stations.
15-34 year olds are more likely to listen to local/regional stations rather than their national counterparts – with the figures at 62.9% versus 37.1% (although this demographic has seen a 0.5% increase in listening to national stations in recent months).
Those in the 35+ age bracket prefer to listen to national radio – with the figure being at 51.3%. This is broken down as 68.1% in Dublin, 67.7% in the Dublin Commuter region and 59.1% in the Multi-city area.
In terms of local radio, this is still making significant progress in individual areas throughout the country – with the likes of Mayo, North Donegal as well as some south western counties seeing more than 50% of the adult population listening in daily.
For full details, you can view the JNLR Press Release here.