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MEDIAWATCH
Distributing content on digital has cost the industry in the region of
‘
£900m sterling’
Left, from top: Gerry
the internet, radio consumption by Irish adults has grown from
Ryan’s morning
programme is still the
293 minutes per day to 336 — a 15pc increase. For every
mainstay of 2FM; Ray minute people spend online, they spend over four listening to the
D’Arcy’s show is
radio. In fact, radio and the internet complement one another as
Today FM’s biggest
draw; The Morning
well as compete with each another. Research from the UK has
Show with Claire indicated that 20pc of online visits are accompanied by radio
Byrne and Ger Gilroy
listening.
increased
listenership by 5,000
Clearly, the internet can be used to listen to the radio instead
to 57,000 of listening via a traditional radio set. In addition, listeners can
access radio services via other devices, including DAB sets, DTV
and mobile phone. In the latest JNLR, 6pc of Irish adults claimed
to listen to radio live on the internet and 7pc via DTV. At the
same time, about 7pc listen to the radio via their mobile hand-
set. So the scale of the web threat appears a lot smaller for radio
than might be the case with other mainstream media.
New digital services and products have emerged that have the
potential to eat into broadcast radio’s traditional strengths in the
areas of music access and discovery and audience interaction.
These include personalised audio services (like
Last.fm and
Pandora), social networking sites (like MySpace and Bebo) and
storage devices, like iPods and other MP3 players. In one sense,
radio and digital audio devices are competing for ‘share of ear’
but the portability of radio and MP3 devices means there is more
listening time available in total, which seems to have enabled all
formats to thrive.
It is easy to assume that people discover all their new music
on websites like MySpace or even iTunes. But the evidence sug-
gests this is not the case. A 2007 study by the UK’s Radio
Advertising Bureau showed there is a complementary, symbiotic
relationship between radio and iPods, with radio better posi-
tioned for music discovery and iPods more suitable for music
recovery. Recent UK research (see table 4) indicates that broad-
cast radio remains by far the most important source for discov-
ering new music. Some 55pc of online users use analogue radio
to discover new music compared to 7pc for community web-
sites — the same level as DAB radio and only just ahead of inter-
net radio at 5pc.
So, all of the new audio distribution platforms, from the inter-
net and DAB to mobile handsets and DTV, are extending the
ubiquity of radio beyond the home, allowing advertisers to target
more listening occasions, places and mindsets, and giving radio
the potential to increase its share of Irish consumers’ media day.
72 Marketing Age May/June ‘08
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