In an era when the conventional wisdom is that young people are tuning into less radio due to the number of media alternatives whilst older folks loyally listen on, the latest RAJAR* for NI stations turns this on its head.
Compared to the same time last year, Cool FM is now measured against its DAB province-wide coverage, and has added 85,000 listeners, taking the station's reach to 473,000, with total hours up by 19%. Interestingly, across the water, BBC Radio 1 explains that its strategy is multi-platform, including YouTube, and in the past 5 years the national station's on air audience has decreased by some 20%. Food for thought.
Downtown increased reach (243,000 to 268,000) and hours by 3%, while its Country sibling boosted reach (84,000 to 103,000) though hours dipped by 20%.
The big picture is a good one for the Newtownards-based broadcaster, with the combined reach of Downtown/Downtown Country/Cool FM up by 72,000 to 703,000, well clear of nearest rival BBC Radio Ulster/Foyle on 518,000. That reach figure is down from 546,000, with hours reducing by 2%.
This trend among older listeners is mirrored at U105, which was licensed to serve the 45+ age group. Reach is now 193,000 (down from 229,000) and hours have decreased by 9%.
The Q Network had a positive set of results, with the Belfast reach up from 127,000 to 135,000, and hours increasing by 4%; while the original 6 services attracted 154,000 listeners (up from 121,000) with hours up by 18%.
As always, each station's figures are quoted within its own Total Survey Area and all comparisons are year-on-year.
*RAJAR is compiled by Ipsos-MORI.
More RAJAR analysis:
The national picture from Matt Deegan:
www.mattdeegan.com
Paul Easton with the London perspective:
www.pauleastonblog.co.uk
Compared to the same time last year, Cool FM is now measured against its DAB province-wide coverage, and has added 85,000 listeners, taking the station's reach to 473,000, with total hours up by 19%. Interestingly, across the water, BBC Radio 1 explains that its strategy is multi-platform, including YouTube, and in the past 5 years the national station's on air audience has decreased by some 20%. Food for thought.
Downtown increased reach (243,000 to 268,000) and hours by 3%, while its Country sibling boosted reach (84,000 to 103,000) though hours dipped by 20%.
The big picture is a good one for the Newtownards-based broadcaster, with the combined reach of Downtown/Downtown Country/Cool FM up by 72,000 to 703,000, well clear of nearest rival BBC Radio Ulster/Foyle on 518,000. That reach figure is down from 546,000, with hours reducing by 2%.
This trend among older listeners is mirrored at U105, which was licensed to serve the 45+ age group. Reach is now 193,000 (down from 229,000) and hours have decreased by 9%.
The Q Network had a positive set of results, with the Belfast reach up from 127,000 to 135,000, and hours increasing by 4%; while the original 6 services attracted 154,000 listeners (up from 121,000) with hours up by 18%.
As always, each station's figures are quoted within its own Total Survey Area and all comparisons are year-on-year.
*RAJAR is compiled by Ipsos-MORI.
More RAJAR analysis:
The national picture from Matt Deegan:
www.mattdeegan.com
Paul Easton with the London perspective:
www.pauleastonblog.co.uk
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