Despite the brave faces, Dublin's newest radio stations will be disappointed by their initial listenership figures, writes Joe Humphreys.
The publication of the latest JNLR/MRBI listenership figures yesterday was met with the usual flurry of spin-doctoring by radio stations, all eager to portray themselves in the best possible light.
RTÉ Radio heralded the figures as a triumph, not just for its stations but for its recently-departed director, Ms Helen Shaw.
Her successor, Mr Adrian Moynes, said the figures proved Ms Shaw "and her colleagues made the correct strategic programme changes and I look forward to building on that work".
Today FM also was bullish about the results, citing more listeners across a range of programmes.
But the truth is more complex, and while both broadcasters have much to be satisfied with, each will have concerns about the figures too.
For RTÉ radio, one of the major pluses is that it has overtaken local radio in "reach", the proportion of adults estimated to be tuning in daily to its stations. RTÉ has gained 1 per cent in this category to 55 per cent, while local stations have dropped 2 per cent to 53 per cent year-on-year.
On the downside for RTÉ, 2FM continues to be feel the heat from its easy-listening and music-based content competitors. Its three biggest names - Gerry Ryan, Gareth O'Callaghan and Larry Gogan - all lost listeners as 2FM's national market share fell by 1 per cent to 27 per cent compared to the year ended last December. Today FM appears to have been the principal beneficiary, increasing its share by 1 per cent to 10 per cent.
However, the station's share in Dublin dropped by 1 per cent to 7 per cent, highlighting perhaps the most significant trend in the report, namely the increasingly volatile nature of the Dublin market.
98 FM's share of the market dropped by 3 per cent to 13 per cent, leaving it with the same percentage as FM 104. 2FM dropped by 1 per cent to 11 per cent, and Lite FM dropped by 1 per cent to 8 per cent. Radio 1 gained 4 per cent in Dublin to 42 per cent.
The situation illustrates how difficult it will be for new stations like Spin FM, NewsTalk 106 and Country 106.8FM to take a hold in the capital.
The latter showed a reach in Dublin of just 2 per cent, and a share of just 1 per cent, based on data for six months.
Despite much critical acclaim, NewsTalk 106 achieved a reach of just 3 per cent among adults, and boasts a mere 44,000 weekly listeners.
Spin FM achieved a reach of 8 per cent among 15 to 24-year-olds, and 5 per cent among 15 to 34-year-olds.
The figures for the two latter stations were released on a selective basis by the stations themselves. JNLR/MRBI did not publish their results as they were based on just three months of broadcasting and thus regarded as provisional.
NewsTalk 106 chief executive Mr Aidan Dunne said he was very pleased with the station's performance. The figures showed the station had "more than lifted off", he said. He noted, however, that with Radio 1 for competition, "every listener we get is going to be hard fought".
Strong competition is also registered in the Cork market with 2FM and Radio 1 each losing market share to local radio.
The big winner in Cork was Red FM, which like Spin FM in Dublin is targeting the lucrative under-35 market with music-based content.
The figures show Red FM has a market share of 16 per cent among all adults in Cork, and 35 per cent among 15 to 34-year-olds.
As for the overall proportion of adults listening to radio, it remained unchanged at 88 per cent.