{"id":136508,"date":"2025-11-16T15:30:16","date_gmt":"2025-11-16T15:30:16","guid":{"rendered":"https:\/\/www.newsbeep.com\/il\/136508\/"},"modified":"2025-11-16T15:30:16","modified_gmt":"2025-11-16T15:30:16","slug":"are-younger-listeners-really-tuning-in-to-so-much-radio-the-irish-times","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/il\/136508\/","title":{"rendered":"Are younger listeners really tuning in to so much radio? \u2013 The Irish Times"},"content":{"rendered":"

This week, Radiocentre Ireland<\/a>, the industry body formed by RT\u00c9 <\/a>and Independent Broadcasters of Ireland<\/a>, published its regular Irish Audio Report. <\/p>\n

The report draws on the data compiled by Ipsos B&A for the most recent set of JNLR<\/a>s (joint national listenership research), which were published last week and widely reported in the media. <\/p>\n

On the surface, it all appears to be going swimmingly for Irish radio, even among young listeners. In fact, among people aged between 15-24, live radio has a whopping 67.3 per cent of the market for \u201ccommercial audio\u201d, meaning audio content that is available for advertising. Although this is down 2.7 percentage points from last year, the figure is remarkably strong given that music streaming is a distant second with a 14.7 per cent share. <\/p>\n

[\u00a0The JNLRs tell us young people love radio. Seriously?Opens in new window<\/a>\u00a0]<\/p>\n

Daily, the report concludes, live radio is the number one choice for 15- to 24-year-olds, listened to by 59 per cent of the cohort. That\u2019s better than the 52 per cent who consume streamed music every day and the quarter who use YouTube Music.<\/p>\n

The only trouble with these conclusions is that they don\u2019t seem to chime with reality. Ask anyone in your life aged between 15 and 24 how much radio they listen to, and you\u2019re more likely to receive a sarcastic laugh than a verbal answer. <\/p>\n

Maybe young people are secretly tuning into Morning Ireland and the Hard Shoulder as an act of analogue rebellion in a digital world. Or maybe there\u2019s something awry with the statistics. <\/p>\n

\"\"Irish business grandee Gary McGann on working with Michael Smurfit, the fall of Anglo Irish and the current state of the Irish economy<\/p>\n

The almost 17,000-person national sample upon which Ipsos bases the JNLRs is \u201cmany multiples of the sample sizes used in the party political polls\u201d, as The Irish Times\u2019s Hugh Linehan highlighted in his column earlier this year<\/a>. <\/p>\n

Yet, for whatever reason, the figures don\u2019t appear to chime with what most of us would believe to be the reality of listenership habits among young people \u2013 the digital age among younger listeners. <\/p>\n","protected":false},"excerpt":{"rendered":"This week, Radiocentre Ireland, the industry body formed by RT\u00c9 and Independent Broadcasters of Ireland, published its regular…\n","protected":false},"author":2,"featured_media":136509,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[28],"tags":[13663,146,85,84910,46,409,34778],"class_list":{"0":"post-136508","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-music","8":"tag-cantillon","9":"tag-entertainment","10":"tag-il","11":"tag-independent-broadcasters-of-ireland","12":"tag-israel","13":"tag-music","14":"tag-rte"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/136508","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/comments?post=136508"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/136508\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media\/136509"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media?parent=136508"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/categories?post=136508"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/tags?post=136508"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}