FCC Actions The FCC has released its quarterly station count. The number of licensed AMs continues to drop as fourteen were lost this quarter after going down by seventeen in the first quarter. Commercial FMs were down by 43 licenses lost this quarter, which was countered by non-commercial FMs rising by 36. This includes both […] […]
Sumana Jayathilaka, a distinguished radio journalist and former Additional Director General of the Sri Lanka Broadcasting Corporation (SLBC), has passed away.Jayathilaka was renowned as the inaugural presenter of the highly acclaimed “Handa Mama” programme on SLBC, where she was fondly known as Handa Nanda.Her career in broadcasting began in 1963 when she joined SLBC as an announcer and rose to the position of Additional Director General before retiring in 1984.She also acted as the Programme Manager of regional radio services such as Ruhunu Sevaya and Mahanuwara Sevaya.Transport, Highways and Mass Media Minister Dr. Bandula Gunawardhana said that Jayathilaka was a courageous woman who fulfilled a national mission by working with foresight to prepare the Sri Lankan future generation with great potentials to transform society for the better.“When I was the education minister, she gave us a lot of strength as a consultant on children’s programmes and children’s affairs,” he said. […]
Radiodays Asia, the leading radio and podcasting conference in the Asia-Pacific, has announced more speakers for its 2024 edition.Siddhanta Pinto, Founder, Ofspin, IndiaSiddhanta founded OfSpin 20 years ago and it has been a part of India’s audio industry ever since. Be it FM radio, Satellite radio, Internet radio, Corporate radio, and recently since 2016 everything digital – Audiobooks, Podcasts, richly produced Audio series, and Audio Ads, OfSpin’s growth has mirrored that of the industry. Business models and monetization in Audio are also a keen focus for Siddhanta, as OfSpin experiments with distribution and ads for Audiobooks.Deb Hishon, Media Measurement Director, ANZ, GfK, AustraliaDeb is an experienced media professional and has been working on Radio Audience Measurement (RAM) contracts for 20 years and in media research for almost 25. During this time, she has acquired a deep knowledge of the media and radio industries in Australia, New Zealand and worldwide. As GfK’s Media Measurement Director ANZ, Deb works closely with the industry joint committee, Commercial Radio & Audio, and ensures contractual requirements are met, KPIs are delivered and new opportunities are explored within the scope of the contract, including the Measurement Innovation Program in Australia and more recently the development and successful launch of Radio360, a true hybrid RAM system.Mike Russell, Founder, Creator Magic, UKWith over 25 years of experience in traditional radio, podcasting, audio production, and content creation, Mike’s popular YouTube channel has been instrumental in educating hundreds of thousands of audio producers, voice-over artists, and radio professionals worldwide since 2010. Mike is now also an AI educator and the founder of Creator Magic, a platform exploring the fusion of artificial intelligence and creativity in audio and video creations, as well as practical workflows for everyday use. Mike also serves as the Creative Director at Music Radio Creative, where his international team continues to create radio imaging, voice-overs, and productions for over 4,000 clients annually in 20+ different languages for customers in 120+ countries worldwide, making it the largest professional voice-over agency.Radiodays Asia will be held 2-4 September in Kuala Lumpur, Malaysia. Register for the conference here. […]
This weekend the Community Broadcasting Association of Australia celebrates its 50th anniversary.The formation of CBAA was a pivotal moment for the establishment of the community broadcasting sector in Australia.Following an independent seminar on public broadcasting at the University of New South Wales, the formation of the Public Broadcasting Association of Australia (PBAA) was announced on… Read More
The post 50 years of community broadcasting in Australia: Happy Birthday CBAA by Sarah Patterson appeared first on Radio Today. […]
Each year SiriusXM’s Yacht Rock Radio reignites some ongoing, mostly playful skirmishes among radio people and music fans. Is “Yacht Rock” what the term’s creators define it as — ’70s/early-’80s soft rock with some element of R&B/jazz/disco fusion? Is it what SXM plays — a wider version of soft pop from the late ’70s/early ’80s? […] […]
The advertising industry in Ireland attracts billions in revenue from almost every sector each year.
From companies launching their latest product lines to online entertainment websites, nearly every company tries to get their slice of the consumer pie by funnelling vast sums of money into ads.
Despite the adoption of modern technologies, specifically streaming services, one way to advertise has stood the test of time: radio advertising.
Although radio globally is suffering somewhat from a decline in listeners due to competition brought on by Spotify, Apple Music, and other digital platforms, it remains a prevalent form of entertainment. This is particularly true in Ireland, where listeners are increasing rather than decreasing.
The latest JNLR Ipsos report, which studies radio listenership in the country, revealed that more people listened to the radio in Ireland during 2023 than in 2022. In contrast to 2022, which found 193,000 fewer people listening to the radio, 2023 marked a time when approximately 91% of Irish adults listened weekly.
This range of listeners has helped Irish radio stations thrive, growing the industry to a revenue of €164 million in 2023—4% higher than the previous year. Almost all of this revenue is generated through advertising by companies and brands looking to reach the ears of millions of listeners.
Types of Radio Advertising in Ireland
There are three main types of radio advertising: spot advertising, branded content advertising, and digital audio advertising. Below is a brief description of each.
Spot Advertising
As its name implies, spot advertising is when a company (or advertiser) purchases a ‘spot’ on a radio station. This spot is a specific section of time limited to a number of seconds (or minutes) and is scheduled to occur at a particular time of the day or radio show.
Spot advertising is, traditionally, the most common and profitable form of radio advertising. With multiple advertisers vying for the best spots in prime-time positions, these few seconds can generate impressive sums of money for broadcasters.
Branded Content Advertising
Advertising on the radio via branded content can sometimes be more costly for companies and require more effort. However, these expenses are usually worth it, as this form of advertising can build a stronger connection and cement an advertising objective in listeners’ minds.
Branded content advertisements commonly consist of a sponsored message made directly by the radio host. Alternatively, they may appear as a specific segment of a radio show sponsored by a particular company, which is mentioned by name repeatedly throughout the show.
Digital Audio Advertising
Digital audio advertising is the newest form of radio advertising and is experiencing the most significant growth worldwide. This form of advertising works in tandem with streaming or download services and inserts advertising into audio streams accessed via various channels.
These channels include radio shows streamed via the Internet, on-demand music services, and, in some instances, podcasts.
According to Radio Centre, a body founded by the Irish Raidió Teilifís Éireann (also known as public service broadcaster RTE), almost 24% of weekly audio is nowadays consumed through digital channels. As such, tapping into these advertising channels can help companies reach more people more effectively.
Popularity of Advertising Types
As mentioned above, spot advertising is the most popular and traditional form of radio advertising. In 2023, €127.2 million (or 77.5%) of total radio advertising revenue came from spots sold to companies seeking to establish their brand.
Despite being the most common type of advertising, spot advertising revenue was on a downward trend, with agency earnings dropping consecutively each quarter since the start of 2023. That is, until the final quarter, when revenue spiked significantly, leading to an overall 1% growth in this type of advertising compared to 2022.
Following spot adverts, branded content advertising generated the most revenue, €29.5 million. Accounting for 18% of total income, this type of ad saw decent growth across 2023, increasing by 9% compared to the year before.
Unlike spot ads, this surge in growth didn’t occur during the last quarter of the year—driven by holiday spending. Instead, branded content grew steadily across all four quarters and, surprisingly, generated slightly less through agencies during the last quarter of 2022.
Despite only generating 4.5% (€7.2 million) of total ad revenue, digital audio revenue saw the most significant growth during 2023. Up 33% from 2022, many expect this type of advertising to continue to grow in the future, possibly becoming almost as popular as spot adverts.
Spending by Sector
With many sectors trying to get prime advertising positions over the airwaves, some are willing to spend more than others. Sectors like gambling are restricted due to local laws, meaning that advertising Irish casinos ranked by casinos.com wouldn’t reach many people. This, in turn, means that the gambling sector spends little on radio advertising.
In contrast, industries without significant advertising limitations, such as car manufacturers, are big spenders in radio advertising because they have seen the results of previous ad campaigns run via local radio stations.
Alongside car manufacturers, the largest spenders by sector include travel and transport providers, pharmaceutical companies, and business-to-business providers. These industries generated millions in ad revenue over 2022 and into 2023.
As a special mention, it should be noted that advertising by one entity declined significantly in 2023—the Irish government. This has been attributed to increased spending in other areas, specifically social media advertising, where the government spent €1.1 million in 2023.
Future Revenues
Forecasts outlined in late 2023 predicted that radio advertising revenue in Ireland is likely to reach €178 million by 2028. However, this forecast was published before the close of 2023 and predicted that 2024 revenue would reach just €157 million.
Considering that revenue in 2023 exceeded the 2024 prediction, producing revenue of €164 million, it is likely that the sector will surpass €178 million in the next four years. Should this hold, radio broadcasters can look forward to extended periods of flowing revenue provided by companies looking to get their 15 seconds of fame on the radio. […]
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