Ireland

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. […]

Tommy Meskill has been appointed as RTÉ News’ new London Correspondent.
Tommy has been a journalist with RTÉ News for eight years, most recently as part of RTÉ’s political unit, reporting from Leinster House and the European Parliament.
He will be responsible for reporting across digital, radio and television on all aspects of life in Britian including political, economic, cultural and social affairs.
He joined the RTÉ newsroom in 2016, working across several different programmes, including news2day and Morning Ireland. He has also presented programmes such as RTÉ Radio 1’s This Week and RTÉ One’s European Parliament Report. Tommy Meskill is also an occasional newscaster with RTÉ News.
Tommy Meskill, originally from Co. Clare, studied Communications at Dublin City University. Prior to joining RTÉ he worked as a reporter with Dublin’s FM104 and Q102.
Reacting to his appointment Tommy Meskill said “I’m delighted to have been appointed as RTÉ’s new London Correspondent. It comes at a busy time, ahead of a General Election which could bring about significant change for the country. It’s an honour to have been chosen and I’m very excited to get started.”
Tommy will be taking up the new role from today. […]

Patricia Monahan is to join RTÉ’s Leadership Team as Director of Audio, following a public competition and the launch of a new strategic plan.
Patricia is currently Managing Editor at Newstalk, where she leads content across all the station’s platforms, and has been responsible for devising, developing and implementing the station’s content strategy.
She is also a member of the Bauer Media Audio Ireland Senior Leadership Team.
Patricia will join Steve Carson from BBC Scotland who has been announced today as RTÉ’s new Director of Video, on the organisation’s Leadership Team.
Kevin Bakhurst, Director-General, RTÉ, says: “The Director of Audio, along with the Director of Video, will be two pivotal positions in the reshaping and transformation of RTÉ.
“As we embark on an ambitious new audio strategy, Patricia will take responsibility for the development and editorial management of RTÉ’s audio and digital-audio services, including the programming of our four FM radio stations– RTÉ Radio 1, RTÉ 2fm, RTÉ Raidió na Gaeltachta and RTÉ lyric fm – alongside our digital, online, and podcasting services.
“Ground-breaking public service audio production and distribution is a cornerstone of RTÉ’s new strategic direction, and Patricia’s proven leadership experience and track record in leading creative teams, her editorial experience and her unique ability to interpret audience insights, will make her an invaluable addition to our exceptionally strong Leadership Team.”
Patricia Monahan says: “I look forward to joining RTE in this exciting new role and as it embarks on its ambitious new strategy of which audio is such a critical part.
“RTE already plays a hugely significant role as a public service broadcaster on the audio landscape in Ireland. I look forward to working with all my new colleagues to develop the portfolio so that it continues to fulfil that role for many generations to come.”
You can access RTÉ’s new strategic plan, new Governance Framework, and the EAC Implementation Plan here. […]

Today FM has marked the arrival of Taylor Swift with a gigantic sign installed on a Dublin beach.
The large scale 20 letter sign read ‘Ireland (Taylor’s Version)’ in a nod to the album title editions.
Ahead of Taylor’s three sold out gigs in Aviva Stadium this weekend, Today FM shared the image and footage on social media yesterday (Thursday) with the caption “Spotted on a Dublin beach” before revealing they were behind the homage to Taylor.
In less than 24 hours the image and video has amassed huge engagement on social media with over 300,000 views. This morning Today FM released the full ‘making of’ the activation documenting the scale of the project.
The installation, which spans 100metres wide (the length of two Olympic size swimming pools) was commissioned by Today FM who worked with Mack Signs to bring the activation to life. Laid out and shot on a Dublin’s beach at sunrise earlier this week, the sign took a team of seven one week to create and features a subtle reference to Today FM’s logo, with sunshine rays adorning the ‘Ireland’.
Róisín Reilly, Head of Marketing at Today FM said: “Taylor Swift is nothing sure of a cultural phenomenon and a huge artist for Today FM listeners. Her Ireland gigs have been hotly anticipated for months and now that Taylor weekend is upon us, we wanted to celebrate her arrival in a unique and novel way.
“We had great fun creating this installation and if Taylor herself happens to see it, even better! The guys at Mack Signs really pulled all the stops out with this one and the Irish weather even played ball!”
Over the past few weeks, Today FM has been celebrating the arrival of Taylor Swift I The Eras Tour to Ireland, with Taylor Swift fans sharing their stories, a chance to win tickets as well as launching a dedicated 24/7 digital radio station on the Today FM app.
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