Ireland

Ireland’s independent commercial radio stations have combined to launch a major new equality strategy.
The stations have launched their Gender, Equality, Diversity and Inclusion Strategy, which will act as a catalyst for change and help members to be well placed for opportunities in this area.
The Strategy has been developed by the Independent Broadcasters of Ireland, representing 34 local, regional, multicity and national stations, and the training organisation for the sector, Learning Waves.
The Chair of the Independent Broadcasters of Ireland, John Purcell, said the launch of the Strategy was a welcome and very significant development.
“Each day millions of people across this country choose to make independent radio a part of their lives. Broadcasting to and engaging with such a huge audience, we have a unique position in a changing Ireland and we welcome, respect and value diversity. We believe that we can do more and we are determined to work to achieve greater inclusion to enhance society and benefit our industry,” said Mr Purcell.
“An inclusive environment (both in our teams and in our on-air content) goes hand in hand with retaining and attracting people to our industry and with our mission of providing trusted and high quality content to existing listeners as well as developing new audiences. This Strategy will act as a catalyst for change and help our members meet the new challenges and opportunities in this area,” Mr Purcell added.
The Chairperson of Learning Waves, Patricia Monahan, commented: “We recognise the important role our stations play in championing gender equality, diversity, and inclusion, both on the airwaves and in the workplace.
“We are committed to supporting stations as they seek to realise their vision as inclusive employers and to create inclusive and diverse content which is accessible to all and representative of their audiences.
“We look forward to supporting our stations as they roll out this strategy. We have developed a dedicated Gender, Equality, Diversity and Inclusion Toolkit, which contains supports for organisations at all stages of their journey, and which will support the implementation of the strategy across the sector,” said Ms Monahan.
The Independent Radio Sector Gender, Equality, Diversity and Inclusion Strategy is in line with the work of Coimisiún na Meán in this area and has the support of the sector and the board of the Independent Broadcasters of Ireland and that of Learning Waves.
Coimisiún na Meán’s Gender, Equality, Diversity and Inclusion Strategy for the overall Irish audio and audio visual sector was launched earlier this month, and will apply to those involved in film, television, radio, audio and animation production. Among the actions outlined within the Strategy is the need for all audio and audiovisual media and media associations to publish their own Gender, Equality, Diversity and Inclusion (GEDI) policies, plans and strategies.
Independent radio has a 70% of share of listenership in Ireland and in many regions its stations are the leading radio service providers.
The independent radio sector has 1,200 employees. […]

Radio has traditionally played a crucial role in keeping people in the Republic of Ireland fully informed about professional sports, but the landscape has changed in recent times.
The emergence of podcasts has challenged radio’s dominance and forced broadcasters to re-evaluate their strategies. The question is, are podcasts a threat or opportunity to the radio industry?
The Growing Popularity of Podcasts
Podcasts first gained popularity in the early 2000s, around the same period when portable digital music players such as the iPod and broadband internet became widespread.
Over the years, technological advancements have aided the distribution and consumption of audio content by making it more accessible on-demand through various digital platforms. 
The adoption of smartphones and widespread access to the internet has fuelled the growth of podcasts in Ireland. But the surge in popularity goes beyond the Emerald Isle. 
Statistics show that nearly 80% of Americans over the age of 12 are now informed by podcasts, which accounts for more than 30% growth from a decade ago. In North America, 40.8% of internet users listen to a podcast at least once a month. This trend is also evident worldwide.
Just over 28% of the population in Western Europe uses podcasts, so it is unsurprising that the medium has also gained prominence in Ireland.
Podcasts are flexible and accessible. Those features make them appealing, but they also allow listeners to consume content on demand, wherever and whenever they want. 
Traditional Radio vs Podcasts
While radio and podcasts deliver audio content, their delivery and engagement methods are quite distinct.
Radio has always been a dominant force in the audio content sector. Local stations have loyal followers, but radio content typically ends once it has been broadcast, limiting its accessibility.
This gives podcasts an edge as they remain online and accessible to listeners, allowing them to tune in at their convenience. That flexibility is crucial, especially to the younger, tech-savvy audience. 
Podcast platforms such as Second Captains attract a sizeable audience with their diverse and unique offerings. 
The Irish platform is a subscription-based program renowned for its irreverent humour, insightful commentary, in-depth interviews with sporting personalities and sports betting insights.
Their flexibility and convenience appeal to Irish punters who value detailed, timely information that helps them make informed decisions when wagering on betting sites. 
With podcasts, listeners can choose programs based on specific interests. The platform provides a setting where hosts can explore topics, interview guests and discuss betting strategies without being limited by time, which is an area where radio struggles to fit in.
However, radio boasts a rich history of providing sports coverage, although the sector tends to be dominated by the older demographic. 
Nevertheless, shows such as Sunday Sport on RTE Radio 1 have become national treasures, attracting generations of listeners with expert analysis, live commentary and lively debates. 
These programs cultivate a sense of community that allows listeners to get in on the action, share their passion, and engage in real-time conversations. 
RTE uses their live format to their advantage. They offer immediate reactions to breaking news, which gives them an edge over podcasts. 
Additionally, the accessibility of radio is its own strength. Unlike podcasts that often require users to download applications or subscribe to channels, radio broadcasts are readily available on any device that can pick up signals.
This way, even listeners without smartphones or internet access can stay up-to-date on the latest sporting news.
A Collaborative Future Rather Than a Hostile Takeover
Podcasts are a trendy new vibe poised to take over the audio content sector in the near future, but radio is not going anywhere either. 
The popularity of podcasts has created an interplay between both forms of audio content consumption, but there is a world where both can complement each other.
Podcasts offer a compelling alternative, but they are unlikely to completely dethrone radio as Ireland’s primary source of sports news.
The rise of podcasts doesn’t necessarily negate the value of radio. Both mediums can exist and thrive simultaneously. It ultimately comes down to the preference of the listeners.
Those seeking a broad overview of the sporting sector might choose radio, while those who prefer in-depth analysis may gravitate towards podcasts.
Technological advancements will likely play a huge role in consumer preferences over the years, and both platforms will need to adapt and innovate to maintain their audiences. […]

Independent radio stations collectively delivered 429 hours of Public Service Broadcasting in just one week from polling day to the last count in the recent Local, European, and Mayoral elections.

That is according to a survey of the sector’s election coverage over a 7-day period in early June, covering independent radio stations across the country.
The survey reveals that independent radio stations had a total of 217 people in total working on the election counts which took place in early June of this year, comprising 167 journalists and 50 production and support staff.  The stations devoted an average of 79% of their News and Current Affairs output to covering the election counts/results in June. These figures equal or exceed those of RTE Radio for the same area of output.
Independent stations span 34 broadcasters at local, regional, multi-city and national level, serving over 2.5 million listeners daily all over Ireland.
This survey of independent radio stations shows that most of them (58%) believe that with current funding and resources they will be unable to maintain or repeat the levels of coverage they delivered in the recent elections, candidate debates and counts, when the coming General Election is called. In addition, 94% of the stations were unsure about being able to attract or retain news and current affairs staff to sustain their news services with the current levels of funding provided by the volatile market environment.
 The figures provide evidence to support the sector’s call on the Government to provide fair, proportionate and meaningful support for the hard-pressed core news and current affairs services on independent radio which currently receive zero funding.
Michael Kelly, Chief Executive of the Independent Broadcasters of Ireland said:  “We are very proud of the coverage of all the counts and results announcements across our 34 independent stations. Our comprehensive coverage plays a huge role in ensuring people are informed by trusted journalists and presenters of the outcome of elections, its helps support democracy and prevent election-interference or election-denial. The provision of accurate information by trusted media is the best defence against misinformation and disinformation on social media.”
 “RTE is set to receive massive state funding from the Exchequer and TV licence fee for its core operations, but the entire independent sector currently receives zero funding for core news and current affairs and that is blatantly unfair and anti-competitive.  It is vital that Cabinet does not take a decision on RTE funding in isolation without committing to multi-annual funding for our sector’s core News and Current Affairs,” Mr Kelly added.
“The announced Court Reporting and Local Democracy reporting schemes do not in any way help our core News and Current Affairs to survive because they only support additional areas over and above what our newsrooms already broadcast every day. That does not preserve existing services. It is vital that Councillors and Oireachtas members support our strong call for deserved support. We must all work to prevent ‘news deserts’ developing, leading to a situation where responsible reporting of local issues is replaced by polarising, divisive and extremely damaging online and social media content mobilised by elements whose aim is to confuse and disrupt the electorate.”
Details of Survey Results:  Election Count Coverage on Independent Radio Stations
Statistics for coverage on independent radio of all election counts/results from 6am on polling day, Friday June 7th 2024 up to and including midnight Thursday June 13th).  Member survey by IBI.

Total number of people involved in covering election counts and results in independent stations
167 journalists, presenters, and analysts, in addition to 50 production and support staff. Total:  217 people

Proportion of News and Current Affairs output devoted to election counts and results across all stations (%).
79% of average of News and current Affairs output across sector was on election counts and results during period

Total number of hours of coverage devoted to election count coverage across all stations
429 hours and 24 minutes devoted to coverage

Number of website hits/page visits on station websites specifically on election coverage across all stations
6.57 million hits/page visits

Number of audio or video downloads specifically concerning election results and counts across all stations.
5.4 million audio or video downloads

Number of social media posts issued on independent radio providing coverage specifically of election counts and results (X, Facebook/Meta, Insta, TikTok).
3,094 posts

Do you believe that over the next year your station will be able to replace or attract new journalists/current affairs presenters/news editors/current affairs producers based on currently available funding? Question to all stations.
 
94% answered No or were unsure of ability to replace or attract.

Detail: Yes = 6.25%; No = 43.7%; Not sure = 50%.

Are you certain that you can maintain the levels of coverage of elections, candidate debates and counts in the coming General Election based on currently available resourcing and funding for your station? Question to all stations.
 
82% answered No or were unsure of maintaining those services.
 
Detail: Yes = 17.6%; No = 58.8%; Not sure = 23.5%. […]

Radiocentre Ireland has introduced a new research study that is designed, in partnership with research company Colourtext to evaluate the effectiveness of Irish audio advertising.
It can also provide Irish advertisers and agencies with deeper insights into how their audio campaigns are performing.
CampaignFX has been designed specifically for the needs of small and mid-sized advertising markets and builds upon nearly 20 years of operational and development experience with Radiogauge and the related Big Audio Datamine project (owned by Radiocentre in the UK).
The core mission of CampaignFX is to address the competitive imbalance between audio advertising and digital ad platforms by providing brands with more comprehensive data on the effectiveness of their audio advertising investments. Brands in many smaller national and sub-regional media markets receive little or no data on radio campaign effectiveness, which puts commercial audio channels at a disadvantage relative to digital ad platforms that offer brands vast amounts of ad response data.
The role of CampaignFX is to provide evidence of audio’s short and long-term impact on brand growth at a cost that is sustainable over the long term. It achieves this by using a new category-based research methodology developed and trialled within the Irish market for Radiocentre Ireland. This innovative approach measures the performance of audio advertising within the natural context of all the other marketing activities undertaken by a brand and those of its main competitors. This gives the test data a crucial extra measure of authenticity and real-world credibility.
The CampaignFX database represents the biggest combined analysis of audio advertising effectiveness ever undertaken in Ireland. It comprises data on the top 31 brands within Ireland across 5 key advertiser categories, specifically Personal Banking, TV Streaming, Fast Food, General Insurance and Health Insurance. This has been achieved by developing a new category-led approach to high quality audio effectiveness research that is financially sustainable over the long term in small and mid-sized media markets.
The CampaignFX data demonstrates how audio advertising creates future demand for advertisers by generating a 26% uplift in ad awareness, which makes consumers more familiar with a brand. Radio advertising also improves Brand Likeability by a factor of almost 9, and boosts brand trust by 72%, thanks to radio’s unique ability to build intimate relationships with listeners.
CampaignFX also sheds light on radio’s ability to convert existing market demand. The data shows that audio advertising generates a 33% uplift in Brand Consideration, effectively moving consumers from awareness to purchase. We also found that audio advertising leads to a 45% uplift in online brand search, thereby prompting listeners to seek more information online. This in turn is related to a 55% uplift in brand purchase intent for brands advertising on the radio.
The analysis of the CampaignFX database also found that creative standout is 12% higher for brands using audio. This suggests that radio often serves as a foundational platform for building and reinforcing a brand’s distinctive audio identity, which in turn elevates a brand’s visibility and distinctiveness across all other media channels. […]

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. […]

Veronica Glennon is leaving BTS after 25 years with the company.
BTS CEO Joe King wrote: “Veronica’s unwavering commitment and tireless efforts have kept the wheels in BTS turning, and she has been an integral part of our success down through the years.
“Veronica’s contributions have left an indelible mark on BTS, and we will miss Veronica greatly.
“Known internally as “V” we send our love with her as she embarks on this new chapter, let us join together in wishing Veronica good health, happiness, and a fulfilling retirement.
“To Veronica, Thank You for your remarkable journey with us and may your retirement be blessed with joy, good health, and well-deserved relaxation.”
Veronica joined Broadcast Technical Services Limited in 1999 and has been an integral part of the business ever since.
BTS has also recently launched a new website, which you can see at bts.ie. […]