New and increasing competition in the radio market has failed to make serious inroads into RTE and local radio audiences.
The latest Joint National Listenership Research figures show the audience share of the State's radio stations remaining remarkably constant, with RTE stations attracting 53 per cent of listeners and local stations 43 per cent. Radio Ireland, relaunched as Today FM midway through the measured period, achieved 4 per cent between July 1997 and June 1998. But figures for the first six months of this year show it has a 9 per cent share of listeners.
Because of its January relaunch, Today FM was measured separately. It achieved a share of 6 per cent over the past six months.
While RTE's figures are slightly down on 1997, its head of radio, Ms Helen Shaw, will be pleased with the results for Five Seven Live, the drive-time programme presented by Myles Dungan. It now attracts 222,000 listeners, compared to 157,000 under its old format. It commands 8 per cent of listeners, up 2 per cent on last year. This 5 p.m. to 7 p.m. slot is massively important in terms of listeners and advertising. It is also the most radical change made to the radio schedule since Ms Shaw took over.
The early-morning slot still shows Morning Ireland leading with 628,000 listeners, or 22 per cent. In Dublin's music-driven market FM 104 has maintained its lead over 2FM, reaching 28 per cent of the audience. 2FM just managed to pip 98 FM at 23 per cent and 22 per cent respectively. Radio 1 holds the bulk of the Dublin audience, reaching 38 per cent of listeners.
In Cork the local independent station 96 FM reaches 56 per cent of the audience, compared with Radio 1 at 30 per cent, 2FM at 24 per cent and RTE Radio Cork at 7 per cent.
The figures show radio listening is remarkably stable. Every day 60 per cent of listeners tune in to an RTE station, E stations, while 51 per cent go for a local radio station.
In terms of market share, local stations have 43 per cent, RTE Radio 1 has 32 per cent and 2FM has 21 per cent.
Ms Shaw was pleased with Five Seven Live's performance. The figures are the highest recorded for that time slot, she added. The overall trend for RTE radio is solid and consistent "despite the intense level of competition in the radio market last year", she said.
The chairman of the Association of Independent Radio Station, Mr John Purcell, said the figures confirmed that even in the face of two national competitors local radio could maintain its firm hold on the market.