The main takeaway from the latest Joint National Listenership Research (JNLR) figures is that local radio is growing, the head of IRS+ has said.
Chief executive Peter Smyth said the independent radio sales house had seen a significant increase in audience reach last year, helping to cement the firm as "a dominant player in the Irish radio landscape".
IRS+ represents 15 local radio stations nationwide: Radio Nova, Sunshine 106.8, East Coast FM, KFM, Midlands 103, Shannon Side, Northern Sound, Ocean FM, Midwest Radio, Highland Radio, Clare FM, Tipp FM, KCLR, Radio Kerry and South East Radio.
The JNLR shows that IRS+ stations have added 68,000 listeners and 53,000 daily listeners year-on-year, and that the group now has a reach of more than 1.3m listeners.
IRS+ has maintained a 21% market share, and claims it is "going head-to-head" with RTÉ while "outpacing key competitors".
More than half (51%) of its audience listens daily to only IRS+ stations, the highest share of solus or sole station listeners among all sales houses. In regions like Kerry and Northern Sound, solus figures increase to 67-68%.
Dublin stations Radio Nova (+53,000) and Sunshine 106.8 (+20,000) have extended their weekly reach too, increasing IRS+'s market share in the capital to 17.4%.
"These figures prove what we’ve always known—local radio delivers. The trust, familiarity, and connection audiences have with our stations is stronger than ever," said Smyth.
"Our stations aren’t just reaching listeners; they’re holding their attention, driving daily engagement, and remaining a core part of media consumption habits."
He was mindful, however, that advertisers and agencies may move beyond "static post-campaign reports" and instead use real-time insights in their decision making.
"The potential is there—our challenge is making this shift seamless and actionable," he said, going on to express his belief in a future where radio becomes "a measurable, flexible, and data-driven force in media planning."
"At IRS+, we’re not waiting for this future—we’re creating it. Our idea-first, media-agnostic approach is already proving its worth, delivering creative and insight-led solutions that go beyond traditional spot buying," he continued.
"We’re embracing data-driven storytelling and pushing for advancements that make radio as trackable and adaptable as digital.
"The pieces are in place. The technology exists. The audience data is there. Now, it’s about execution—bringing it all together in a way that works for brands, agencies, stations, and sales houses alike. Watch this space."
Photo: Peter Smyth. (Pic: Supplied)
