Radio remains one of the most powerful channels in any media campaign ireland strategy, and the latest JNLR figures make that case more convincingly than ever. With almost four million adults tuning in weekly, radio continues to deliver the kind of scale, consistency and cross-generational reach that advertisers struggle to find elsewhere.
The newest JNLR/Ipsos B&A report, covering October 2025 to September 2026, shows that 3.992 million adults aged 15+ listen to radio every week in Ireland. On an average day, 3.483 million people tune in, representing 77.6% of the adult population. For brands, agencies and planners building a results-driven media campaign ireland plan, those numbers underline radio’s continued relevance in a fragmented media environment.
Why radio still matters in a media campaign ireland strategy
Media consumption is increasingly spread across streaming, social, video and digital audio, yet radio continues to hold a uniquely strong position. The latest audience data shows not only broad reach, but deep engagement.
- Weekly radio reach: 3.992 million adults
- Daily reach: 3.483 million adults
- Weekly penetration: 89% of adults 15+
- Average listening time: 233 minutes per day between 7am and midnight
- Average stations used daily: 1.5
For any media campaign ireland brief focused on awareness, salience or mass-market impact, those figures are hard to ignore. Radio does not simply reach people at scale; it keeps them engaged for long periods throughout the day, especially in habitual settings such as commuting, working and home listening.
Strong reach across younger and older audiences
One of the biggest myths in media planning is that radio is losing younger audiences. The latest JNLR data challenges that assumption.
Among 15 to 34-year-olds, 891,000 people listen daily, which represents 64.6% of that audience. Meanwhile, radio remains especially strong with adults aged 35 and over, where daily reach stands at 2.592 million, or 83.3%.
This matters for marketers designing a media campaign ireland approach that needs to balance reach with audience quality. Younger listeners may divide their time across more platforms, but radio still commands substantial daily attention. Older audiences, meanwhile, continue to spend even longer with the medium, averaging four hours and 13 minutes per day compared with two hours and 54 minutes for younger listeners.
What this means for advertisers
For brands, the takeaway is simple:
- Radio remains highly effective for broad demographic reach
- It can still play a meaningful role in youth targeting
- It supports frequency and recall through repeated daily exposure
- It complements digital channels rather than competing with them directly
That makes radio a smart choice in an integrated media campaign ireland mix, particularly when the goal is to amplify brand messaging across multiple touchpoints.
Traditional listening still leads, but digital audio is growing
Despite the growth of connected devices, traditional AM/FM listening still dominates radio consumption in Ireland. According to the report, 87.8% of listening to Irish stations between 7am and midnight happens via traditional radio sets at home or in the car.
However, digital access is becoming increasingly important. Around 542,000 people now access radio through a digital platform each day. Smart speakers account for 7.9% of listening time, mobile devices for 2.9%, computers for 1% and television sets for 0.5%.
Younger listeners are leading that digital shift. Among 15 to 34-year-olds:
- AM/FM accounts for 80.8% of listening time
- Smart speakers make up 9.8%
- Mobile devices contribute 6.8%
- Computers deliver 2.4%
For a modern media campaign ireland, this creates useful flexibility. Brands can use radio not only as a traditional broadcast medium, but as part of a broader audio strategy that includes connected listening and digital extension.
Winners and movers in the latest JNLR results
The latest survey delivered a mixed picture across Ireland’s broadcasters, though several major players posted strong gains.
Bauer Media Audio Ireland
Bauer retained its position as Ireland’s largest radio group, with 2.29 million weekly listeners and 1.53 million daily listeners. Today FM edged up to 976,000 weekly listeners, while Newstalk reached a record 882,000 weekly listeners and 511,000 daily. These performances strengthen Bauer’s value for advertisers seeking scale in a media campaign ireland framework.
RTÉ Radio
RTÉ Radio 1 remained the country’s most listened-to station, increasing weekly reach to 1.365 million while maintaining a strong 19.3% market share. RTÉ 2FM also reported a rise in daily reach to 333,000. For national advertisers, RTÉ continues to offer substantial mass-market coverage.
IRS+ and local radio
IRS+ maintained a national listening share of 21.4%, with weekly network reach at 1.41 million. Strong local performances, including KCLR and Radio Nova, highlight the enduring strength of regional radio. For brands targeting specific counties, cities or communities, local stations remain a vital part of any media campaign ireland execution.
Onic stations
Onic also reported encouraging results, especially for Q102 in Dublin, where breakfast listening continued to grow. Combined regional strength across stations such as Live 95, LMFM, 96FM and C103 reinforces radio’s local activation potential.
Why radio deserves bigger budgets
Beyond audience size, the report also points to a wider industry argument: audio improves advertising effectiveness. Radiocentre Ireland highlighted research presented by Professor Mark Ritson showing that campaigns including audio were 22% more effective overall than those without it.
That finding is particularly significant for marketers evaluating channel performance. A successful media campaign ireland should not be built on reach alone; it should also consider how effectively each medium drives memory, persuasion and action. Radio’s mix of scale, frequency, trust and emotional connection gives it a stronger role than many marketers may currently assign it.
Conclusion: radio remains essential for media planning in Ireland
The latest JNLR figures confirm that radio is far from a legacy channel. It remains one of the most efficient ways to reach Irish audiences at scale, connect across age groups and support stronger advertising outcomes. Whether the goal is national brand building, regional targeting or integrated audio planning, radio continues to earn its place in a high-performing media campaign ireland.
For advertisers looking to cut through growing media fragmentation, the message is clear: radio still delivers reach, trust and effectiveness, and it should remain a core part of the planning conversation.
