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MEDIAWATCH
n the year to March 2008, media spending on radio
I
topped the €140m level — a rise of almost 13pc on the
Despite increasing
equivalent 12-month period the previous year. This was
competition from a
driven by growth in activity by traditional radio advertis-
ers in the retail, financial and telecoms space, but,
range of media, radio
increasingly, entertainment, tourism and government-
related campaigns have been in the top client categories,
has attracted record
accounting for growing segments on the nation’s airwaves.
Since 2003, radio ad spend has increased by an average of advertising spend
65pc, with particular categories growing at much higher rates.
New stations to emerge in 2007 include i102-104fm, the new
over the past
youth regional service covering seven counties in the north-west
and west of Ireland and run by ambitious new operator Wilton
year and is enjoying
Radio. Communicorp’s Spin South West also got off to a suc-
healthy listenership
cessful start in its catchment area of Limerick, Tipperary North,
Laois, Clare and Kerry, and has already recorded a daily reach of
figures. Peter McPartlin
61,000 people — similar to existing regional youth operators
Beat FM in the south-east and Red FM in Cork.
examines a very
The Broadcasting Commission of Ireland (BCI) awarded
Wilton its second youth licence covering the north-east/mid-
dynamic market
lands; the new station is expected to be on air in September.
The keenly fought battle for the apparently lucrative multi-city
licence covering Dublin, Cork, Galway, Limerick and Clare was
won by the 4FM consortium, involving parties such as The Irish
Times and Thomas Crosbie Holdings (TCH), and headed by for-
mer Lite FM CEO, Martin Block. 4FM hopes to launch its ‘easy
listening/classic gold’ station targeting the over-45s market later
this year.
Ireland’s first national Christian radio station will also appear
on the AM waveband in 2008. Spirit FM, backed by an invest-
ment of €2.4m, is planning a music-based service with current-
affairs content that its backers say will provide a ‘counter-
cultural’ alternative to other stations.
66 Marketing Age May/June ‘08
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