While listeners drift to online music and smart speaker services, radio has not had the spectrum to expand and offer the more specific audiences sought by advertisers.
There has been a very clear downward trend in Irish radio listening during the last decade. In 2009, audience levels in the UK and Ireland were almost equal. Over the past decade, the UK has maintained audience at 89% or higher, while Irish audience levels have slipped to 81% today.
The key difference between the two markets is digital broadcasting which is now the most used radio platform in the UK commanding a 56% share of listening versus 44% for AM/FM.
Digital has allowed UK broadcasters to extend existing brands nationally in addition to launching new stations. This has had a double effect of maintaining audience levels and increasing revenue where the UK has enjoyed its highest revenue years ever for the last two years running.
You can do the same in Ireland.
Next: Audience DAB+