Digital Radio for Ireland: Competing Options, Public Expectations - BCI

As
shown
in
Figure
4.7,
when
asked
what
device
they
listened
to
radio
on
yesterday,
80%
in
the
JNLR
survey
 reported
 listening
 on
 an
 FM
 radio
 (home
 or
 car).
 
 A
 further
 4%
 or
 147,000
 listeners
 report
listening
 on
 a
 LW
 radio.
 Listening
 figures
 via
 other
 devices
 currently
 emerge
 at
 less
 than
 0.5%
 and
include
15,000
for
radio
on
a
mobile
phone,
8,000
on
an
MP3
player,
7,000
on
a
PC/internet,
7,000
on
a
TV
set,
and
4,000
on
any
other
digital
format.
Total
yesterday
listenership
is
in
the
region
of
85‐86%.
Figure
4.7:
Device
on
which
listened
to
station
yesterday
(Ireland)
Source:
JNLR/TNS
MRBI
2009
In
the
much
more
developed
UK
market
for
digital
radio,
listening
on
AM/FM
now
stands
at
67.5%
with
listening
across
all
digital
platforms
at
20.1%.
These
figures
are
not
directly
comparable
however
and
 point
 to
 an
 underlying
 need
 for
 more
 research
 on
 the
 impact
 of
 digital
 technologies
 on
 media
audiences.

In
the
survey
conducted
for
this
project
(see
Chapter
1),
85%
of
respondents
in
the
radio
sector
 say
 they
 would
 support
 further
 JNLR
 tracking
 of
 digital
 radio
 audiences
 on
 DAB
 and
 online
(podcasting,
downloads
and
live
streaming)
as
in
the
UK.
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