With the latest JNLR data released yesterday, yet again radio remains a prominent medium for the Irish nation with only a 1pp decrease book on book from 83% to 82% listened to yesterday.
However, one of the stand out stories from this book is how close the two rivals Today FM & 2FM now are in terms of their market share. 2FM is slowly creeping up on Today FM with their flagship shows such as Breakfast Republic, The Nicky Byrne Show with Jenny Greene and the Tracey Clifford show seeing an increase in listenership in excess of +14,000.
Several Today FM shows have taken a hit in the latest book; The Ian Dempsey Breakfast show is down -5,000, Dermott & Dave is down -3,000 and The Last Word with Matt Cooper is down -4,000 which has allowed 2FM to creep up on them.
2FM now stands at 7.2% market share while Today FM’s share is at 7.3%, just nipping them to the post. 2FM has had a very clear ambition to grow share since the station underwent a total rehaul a few years back, and it has succeeded in really attracting new listeners and growing share via its key shows. One of these star shows has been the Nicky Byrne show and it will be interesting to see how his hiatus for 5 months next year to go on a (sold out!) tour with Westlife will affect the numbers.
The question is, will 2FM be able to keep the growing momentum in listenership going with the loss of Nicky Byrne or will we see their continual increase level out in the next book?
- Phoebe Laing Senior Client Manager
Source – JNLR data October 2017- September 2018