With the release recently of the years JNLR figures for October 2018 - September 2019 there must be some concern within the industry in Ireland as the 15 -24 year old age grouping has abandoned the medium as newer platforms. The JNLR figures does not take account of some stations that are not in the JNLR sweeps including Spirit Radio and Christmas FM, nor does it include those who listen via station apps or apps like Ireland Radio and Tunein. But in the battle for the advertising euro this is a worrying trend in seven years.
In Dublin and the greater Dublin area there has been almost a 20% decline in young listeners who now prefer Spotify or online stations like the current Halloween FM. There is also the persistent issue of pirate radio stations broadcasting dance music not heard on licensed radio. The effect has been felt even by stations that clearly market themselves as for a younger generation. Over the same period Spin 1038 has seen a 9% decline while crucially FM 104, the city's market leader has seen a 14% decline in the 15-24 year old statistics. The only station that has seen similar year on figures or slight modest gains of less than 2% has been RTE 2 FM.
While the Cork numbers for the 'Listened Yesterday' in the 15-24 group was down 8%, the Cork 96FM/C 103 group were down 13% while Red FM was down 4%. There is no doubt as habits of the younger listener changes and the market fragments, the traditional stations are going to struggle more to attract and maintain listenership. For many younger listeners the stations have lost spontaneity as repetitive playlists and voice tracking have alienated that generation of listeners.
Listened Yesterday 15-24 Year Old
National Dublin Cork South South North N. East Multi- Dublin
East West West & Mid City Commuter
2011-2012 80 76 84 78 86 84 77 80 77
2018 - 2019 70 57 76 73 77 82 69 65 59
-10% -19% -8% -5% -9% -2% -8% -15% -18%
2011-2012 80 76 84 78 86 84 77 80 77
2018 - 2019 70 57 76 73 77 82 69 65 59
-10% -19% -8% -5% -9% -2% -8% -15% -18%
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