The Radio Test with Crisis Text Line Outstanding campaign results are announced!

In August the Choose Radio group worked with brand new charity Crisis Text Line to produce another effective Industry wide radio campaign.

Earlier this year, as part of the IAPI Cannes Young Lions campaign, Choose Radio sponsored the Media Category with a brief from Crisis Text Line for a drive to recruit volunteers. Havas Media was the winning agency and produced 30” and 60” spot ads. The brand-new service from Crisis Text Line will rely on volunteers to man the responses. This recruitment campaign was critical to get the service off the ground and allow the new charity to launch this much needed initiative later this year.

The two ads ran across 34 stations in the Choose Radio group including all independent radio stations and RTÉ. The sole campaign mechanic was a radio spot advert. This goes to prove that a radio spot ad still has outstanding power to amplify the advertiser’s messages. Havas Media created a powerful spot ad that drove the message to the heart of a potential volunteer. The results of the campaign were exceptional with highlights as follows:

● 475% – the percentage increase in traffic to the Crisis Text Line website.

● 252 – the number of people who undertook the 30 minute application process.

● 126% – the percentage exceeded of the target recruitment.

● 34 – the number of stations with spot ads running the two spot ads for the campaign period.

● 21 – spots ran on each station during each of the two weeks of the campaign in August.

● 2 – the number of creative executions from Havas Media

● 1 – winning result!

Speaking about the results, Choose Radio Chairperson Gabrielle Cummins said “The results that we found show three crucial points. Number one, spot, call to action radio advertising is still king. Number two, investing in creative is key. And number three, Choose Radio has proven that once again, radio can create success stories for our clients, and we’re particularly proud of this innovative advertising campaign, that it’s worked so well for this brand new charity. And it’s just so amazing that this charity is going to be able to help thousands of people right across Ireland, and we’re delighted to be able to help them embark on this important journey.”

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For further information on Choose Radio please contact MASONRY Kathryn Mason 087-2627977 km@MASONRY.ie Alexa Smith – 087-2273870 alexa@MASONRY.ie

Note to Editors:

Choose Radio comprises of all the radio sales houses – independent & RTÉ along with IBI and the Industry’s independent training network, Learning Waves. The various groups are working together to raise the profile of radio advertising.

Crisis Text Line is Ireland’s first free 24/7 text service for anyone in crisis anytime, anywhere. The Crisis Text Line platform will connect texters with a volunteer, who is most likely at home, who has been trained to listen, reassure and guide people from a hot moment to a cool calm. All conversations are anonymous, unless the texter wants to give their name, and are reviewed in real time by a team of qualified staff supervisors who will support volunteers to listen to and support texters. The platform uses artificial intelligence (AI) to scan the initial messages from texters for keywords to identify those likely to be at immediate risk and prioritise those conversations in the queue. Crisis Text Line is funded by the Health Service Executive (HSE) Mental Health Services.

Choosing Radio… the driving force behind Crisis Text Line nationwide volunteer campaign

Choosing radio has never been more important for advertisers, with 3.1 million people daily tuning in to Irish stations, the impact, power and trust of the medium is at an all time high. Choose Radio, the group supported by all radio stations both public and independent, today announced details of its  second research piece under “The Radio Test”  for 2019 proving the impact of radio advertising. As part of the IAPI Cannes Young Lion campaign, Choose Radio sponsored the Media Category with a brief from Crisis Text Line for a campaign to recruit volunteers.  “The Radio Test” follows on from the impressive findings earlier this year with Flahavans Overnight Oats  on the impact of radio advertising on sales  of a new product.

August 19th will see the start of a highly impactful radio advertising campaign for Crisis Text Line supported across the Choose Radio group. The winners of the Cannes Young Lion Media category was Havas. The campaign will kick off on air across the entire radio network from Monday 19th August for two weeks.

Crisis Text Line is Ireland’s first free 24/7 text service for anyone in crisis anytime, anywhere. This radio campaign will be a crucial driver to recruit volunteers to the heart of the service. Crisis Text Line recognises the impact radio, as a medium for advertising, has in Ireland. Radio stations across the country daily receive tens of thousands of text messages so where better to call for volunteers than right at the heart of an audience who understands the connection text messages have to daily life and communication. Radio has a proven record at creating success stories for business, Choose Radio is  in no doubt that Crisis Text Line will be able to tell their story with this innovative advertising campaign.

Gabrielle Cummins, Chairperson of Choose Radio, said “In response to a demand from advertising agencies for case studies which prove the impact and effectiveness of radio advertising, Choose Radio has begun the task of gathering and producing the evidence that radio advertising works.

Radio stations have a special, individual relationship with their audiences, and we wanted to show how a call to action from a radio station can allow brands, in this case Crisis Text Line, to reach their specific target audience in every single county In Ireland. Radio and mental health services have one very vital component in common – the power of listening. The Impact of this cannot be underestimated and Choose Radio is very proud to be able to work with Crisis Text Line to reach the ears of so many people In Ireland through our radio stations.” 

Crisis Text Line’s Ian Power said “We are thrilled to be working with Choose Radio and Havas on a campaign to build a vibrant community of ‘Crisis Volunteers’ to support people in pain across Ireland. Crisis Text Line Volunteers will be available 24 hours a day for people going through a tough time and who need someone to listen. We believe radio is an excellent medium to recruit empathetic listeners willing to help people feel less alone with their problems. We’re so grateful to all of the Choose Radio stations for agreeing to support mental health in Ireland and helping us to recruit much needed volunteers for our service. We’re excited to see how the people of Ireland respond”

 Chris Upton, CEO Havas Dublin said “Our purpose as a business is to make a meaningful difference for brands, businesses and people. This means we are driven to make work that matters, that makes a real difference. Crisis Text Line and their volunteers will make a real difference for thousands of people in Ireland. We are humbled to be helping them achieve their purpose of supporting people in crisis.”

-ENDS-

 For further information on Choose Radio please contact MASONRY

Kathryn Mason 087-2627977 km@MASONRY.ie

Alexa Smith – 087-2273870 alexa@MASONRY.ie

Note to Editors:

Choose Radio comprises of all the radio sales houses – independent & RTÉ along with IBI and the Industry’s independent training network, Learning Waves. The various groups are working together to raise the profile of radio advertising.

Crisis Text Line is Ireland’s first free 24/7 text service for anyone in crisis anytime, anywhere. The Crisis Text Line platform will connect texters with a volunteer, who is most likely at home, who has been trained to listen, reassure and guide people from a hot moment to a cool calm. All conversations are anonymous, unless the texter wants to give their name, and are reviewed in real time by a team of qualified staff supervisors who will support volunteers to listen to and support texters. The platform uses artificial intelligence (AI) to scan the initial messages from texters for keywords to identify those likely to be at immediate risk and prioritise those conversations in the queue. Crisis Text Line is funded by the Health Service Executive (HSE) Mental Health Services.

Radio Advertising is helping create success for business

“Radio stations are in the business of creating success stories”, that’s the message from Gabrielle Cummins, Chairperson of the Choose Radio Group. The latest JNLR listenership figures released today show that Irish radio stations consistently deliver audiences of millions to advertisers and brands. Radio continues to be the audio medium of choice for people in Ireland with a massive 85% share of the audio market in Ireland.  This compares with 7.8% own music, 5.6% Spotify and 1.1% podcasts.  

“Every day, radio stations throughout the country work with businesses, advertising agencies, planners and marketing teams to create effective advertising campaigns which result in increased business for our advertisers. Businesses are realising that radio is a subtle and effective platform for reaching their target audience with an unrivalled ability to target and connect with people that no other medium can match. Any business who wants to build on its current strengths for future growth will no doubt have radio advertising in its plans” added Gabrielle Cummins, Chairperson of the Choose Radio Group.

With a sample size of more than 16,000 people, the JNLR is the most robust research conducted in Ireland. The latest JNLR figures released today confirm the popularity of radio in Ireland with 82% of the population tuning in every day. This translates into weekday figures of 3.16 million listeners.

JNLR May 2019 – the facts

82% of people in Ireland listened to the radio yesterday.
On average, they spend more than 4 hours with radio every day.
When it comes to any audio listening in Ireland, live radio rules with 85%. This compares to 7.8% of owned music, 1.1% to podcasts and 5.6% to Spotify.
Radio also dominates when compared with other media –53% of all adults in Ireland used Social Media yesterday and just 29% read a national newspaper last week.
311,000 people in Ireland listened to radio via a radio station App and 58,000 listened via the Irish Radioplayer in the last seven days.
Irish radio’s strong on-air performance is complemented across its digital platforms with over 10.8 million social connections.

No Fake News Here: Resilient Radio Reigns Supreme

Factual & quality content delivered immediately are just two of many reasons why radio continues to dominate the audio landscape in Ireland.” That’s the message from Gabrielle Cummins, Chairperson of the Choose Radio Group. The latest JNLR listenership figures released today show that Irish radio stations consistently deliver audiences of millions to advertisers and brands. Radio continues to be the audio medium of choice for people in Ireland with a massive 85.5% share of the audio market in Ireland. This compares with 8.1% own music, 4.9% Spotify and 1.6% Podcast.

“Today’s JNLR results don’t lie: they highlight a powerful story about the resilience of radio in Ireland. On Radio, you are always front and centre, grabbing the full attention of the audience. Radio stations don’t hide your important message on the bottom of a web page or leave it to fight for attention amid a sea of other competing messages. We can ensure that your ad will be delivered directly to the ears of 3.1 million people daily. Radio is an active medium with a unique ability to stir emotions, create reactions and ultimately build demand. In a competitive market, that fact is a key selling point which differentiates radio from every other advertising medium” added Gabrielle Cummins, Chairperson of the Choose Radio Group.

With a sample size of more than 16,000 people, the JNLR is the most robust research conducted in Ireland. Earlier this week, JNLR published details of a pilot study which it conducted recently. The study confirmed that ‘Day-After Aided Recall’ remains the best methodology measure of Irish radio listening habits and the results cannot be disputed. The latest JNLR figures released today confirm the popularity of radio in Ireland with 82% of the population tuning in every day. This translates into weekday figures of 3.1 million listeners.

JNLR May 2019 – the facts
1. 82% of people in Ireland listened to the radio yesterday.
2. On average, they spend more than 4 hours with radio every day.
3. When it comes to any audio listening in Ireland, live radio rules with 85.5%. This compares to 8.1% of owned music, 1.6% to podcasts and 4.9% to Spotify.
4. Radio also dominates when compared with other media –51% of all adults in Ireland used Social Media yesterday and just 75% read a national newspaper last week.
5. 377,000 people in Ireland listened to radio via a radio station App and 102,000 listened via the Irish Radioplayer in the last seven days.
6. Irish radio’s strong on-air performance is complemented across its digital platforms with over 10.6 million social connections.

Radio puts Flahavan’s Overnight Oats top of the Breakfast Menu!

February 13th marks World Radio Day 2019 and one thing for sure is, Ireland loves radio and Flahavan’s are certainly lovers of radio too. Choose Radio, the umbrella organisation for the promotion of radio advertising in Ireland and Ireland’s leading producer of oats and family-run business Flahavan’s, have come together for a first of its kind, multi-platform collaboration study. This took place over a three-week period in September 2018.

With 8 out of 10 adults listening to radio every day, this unique medium is one of the most powerful forms of advertising and the case study results have reinforced radio’s importance to the advertising industry. The Choose Radio Group and the Flahavan’s team donned their creative hats, developed a campaign that ran on air and online showcasing the many varied possibilities that radio offers.

Overnight Oats was a brand new to market product as well as a first in category item when launched in early 2018. Flahavan’s worked with Choose Radio to create a case study to demonstrate the wide breadth of what a well-planned campaign with radio can achieve. It featured a combination of radio ad spots devised by BBDO and radio stations creating their own local video content which was then pushed out across their social channels and websites. The impressive case study results, were revealed at a breakfast briefing this morning, attended by many of Ireland’s leading advertising and media buying organisations.

Independent research from B&A, market data analysis from Stephen Rust, Joint Managing Director of Visualise.ie and Tom Harper, Director of Annalect Ireland showed that during the campaign:

• Awareness of Flahavan’s Overnight Oats improved from 29% in August to 37% post the advertising campaign in October. This is a statistically significant improvement of the order of 28%.
• While a brand new product to the Irish market and off a small base, sales had increased 269% during campaign versus the 3 weeks prior; with sales more than doubling across all major retailers.
• During the Radio campaign sales of Overnight Oats had a stronger uplift, at full retail price, than when a price reduction was run as a standalone promotion.

Radio engages with 3.1 million people in Ireland every day on apps, smart speakers, computers, televisions as well as traditional radio sets. Choose Radio saw the test as an opportunity to use all these platforms to reach out, enhance the campaign and embrace the trust the public has in radio as a medium. That trust in radio is at an all-time high and engaging their listeners on-air and online proves to be a winning formula.

Chairperson of Choose Radio, Gabrielle Cummins said,
“The special, loyal relationship that each individual listener forms with their favourite radio station cannot be taken for granted. We wanted to demonstrate how all our radio presenters understand and connect with their specific target audience in every single county in Ireland. 34 radio stations utilised their own social platforms in an innovative & relatable way which augmented the powerful, traditional, radio tool of spot advertising. This proved to be both entertaining for each station’s target audience while at the time effectively communicating Flahavan’s key brand messages”. Advertising agencies have been demanding case studies and now Choose Radio has produced the first of many all industry, collaborative case studies. We look forward to engaging more with advertising agencies and their clients to further demonstrate the unique power of radio advertising.”

John Noonan, Sales & Marketing Director of Flahavan’s said:
“We were delighted to partner with Choose Radio for this case study. It was an easy decision as Flahavan’s has identified radio as a key medium for the brand over many years and it is an important component in our annual communications plan.

As leader in the Irish oats market, we are keen to keep to the forefront of new trends in oat consumption. Oats are already well recognised for their health benefits and Overnight Oats introduces a new way of enjoying them. We felt that our Flahavan’s Overnight Oats was ideal to use for this case study as it has an important role to play in the evolving lifestyle needs of consumers at breakfast time.

We were pleased with the success of the campaign at stimulating interest, increasing brand awareness and ultimately encouraging trial and education of this new breakfast concept. The campaign delivered strong results for this new product launch.”

IRELAND GIVES ITS FIRST PREFERENCE TO RADIO


The latest JNLR listenership figures released today show that Irish radio stations continue to be the number 1 choice for Irish audiences with a combined strength of 85.5% share of the audio market in Ireland. This compares with 8.1% own music, 4.9% Spotify and 1.6% Podcast.

“Today’s JNLR results share a very positive story about radio in Ireland. Irish audiences have never had as much audio choice as they do today. Podcasts, playlists and aggregators are always cited as taking radio’s crown, but this is not the case. In Ireland, radio continues to outperform all other audio options and is the number 1 choice for the 3.1 million people who tune in to their favourite radio station for an average of 4 hours every single day” said Gabrielle Cummins, Chairperson of the Choose Radio Group.

With a sample size of more than 16,000 people, the JNLR is the most robust research conducted in Ireland and the results cannot be disputed with the latest JNLR figures released today confirming the popularity of radio in Ireland with 82% of the population tuning in every day. This translates into weekday figures of 3.1 million listeners.

JNLR October 2018 – the facts
1. 82% of people in Ireland listened to the radio yesterday.
2. On average, they spend in excess of 4 hours with radio every day.
3. When it comes to any audio listening in Ireland, live radio rules with 85.5%. This compares to 8.1% of owned music and 4.9% to Spotify.
4. Radio also dominates when compared with other media – 51.94% of all adults in Ireland used Social Media yesterday and just 31.12% read a national newspaper last week.
5. 255,000 people in Ireland listened to radio via a radio station App and 73,000 listened via the Irish Radioplayer in the last seven days.
6. Irish radio’s strong on-air performance is complemented across its digital platforms with over 10.2 million social connections.

Advertisers urged to “follow the listener” as radio turns up the heat on other media

Thursday July 26, 2018: The latest JNLR listenership figures released today show that Irish radio stations continue to turn up the heat on other media with a combined strength of 85.5% share of the audio market in Ireland. This compares with 8.1%% own music, 4.9% Spotify and 1.6% Podcast. The Choose Radio Group is urging advertisers to “follow the listener” as they plan their advertising campaigns.

“At a time when there is increased pressure and competition for advertising spend it is vital that advertising agencies, media planners and clients are aware of the unparalleled ability of radio to reach consumers. 3.1 million people listen to Irish radio daily and for an average of 4 hours every single day” said Gabrielle Cummins, Chairperson of the Choose Radio Group.

Radio is the medium most trusted by audiences, a point which has been proven by both Irish and European research in recent months*. With the growth of fake news and the importance of trust in today’s world, this is a key factor that advertisers need to gravitate towards in order to get maximum bang for their client’s buck; trust radio.

With a sample size of more than 16,000 people, the JNLR is the most robust research conducted in Ireland and the results cannot be disputed with the latest JNLR figures released today confirming the popularity of radio in Ireland with 82% of the population tuning in every day. This translates into weekday figures of 3.1 million listeners.

JNLR July 2018 – the facts

1. 82% of people in Ireland listened to the radio yesterday.

2. On average, they spend in excess of 4 hours with radio every day.

3. When it comes to any audio listening in Ireland, live radio rules with 85.5%. This compares to 8.1% of owned music and 4.9% to Spotify.

4. Radio also dominates when compared with other media – 51.94% of all adults in Ireland used Social Media yesterday and just 31.12% read a national newspaper.

5. 254,000 people in Ireland listened to radio via a radio station App and 72.6% listened via the Irish Radioplayer in the last seven days.

6. Irish radio’s strong on-air performance is complemented across its digital platforms with over 10.2 million social connections.

Ends.

*Reuters Institute Digital News Report (Ireland) 2018 and Eurobarometer Trust in Media 2018

Radio, Turn it up 2018!

Creativity in radio advertising was the theme of the day at the Radio, Turn it Up! Conference in the Round Room at the Mansion House. The event was organised by Choose Radio, a group which represents all of Ireland’s radio stations and helps to promote radio advertising. In excess of 150 attendees heard why cool brands should advertise on radio from Australian radio advertising guru Ralph Van Dijk, Beat 102103’s Niall Power shared the top radio promotions from around the world and top Irish radio presenters put their competitive differences aside to discuss ways that radio presenters and advertising agencies could work better together. Danny O’Reilly of the Coronas wrapped up the conference talking about the importance of radio in his life with Today FM presenter Joe Donnelly.

IBI Picture Conor McCabe Photography

Pictured at Radio, Turn it up were

PIC 151: from left to right Andy Macken (MediaCentral), Michael Cahill (RTÉ 2FM), Ann Marie Kelly (Midlands103), Colm Hayes (Radio Nova), Dermot Whelan (Today FM) and KC (Cork’s 96FM)

PIC 171: Danny O’Reilly (The Coronas), PJ Gallagher (Classic Hits 4FM), Choose Radio Chairperson Gabrielle Cummins (Beat102103) and Today FM’s Joe Donnelly

Radio – the original social media attracts over 3 million people in Ireland every day

RADIO: THE ORIGINAL SOCIAL MEDIA ATTRACTS OVER 3 MILLION PEOPLE IN IRELAND EVERY DAY

July 27th 2017: JNLR figures published today confirm that radio remains THE choice for the Irish public when it comes to audio listening. 3.1 million People tune in each day! Despite the fact that listeners have more options than ever before, radio continues to dominate with 82% choosing radio daily.

The joint national listenership research conducted by Ipsos MRBI covers the 12 month period July 2016 to June 2017 and involves nearly 17,000 respondents annually; making it one of the most extensive research pieces in the country. Chairperson of #Choose Radio, a group which represents all of the Irish radio industry’s sales houses, Gabrielle Cummins says “this robust piece of research provides advertisers with substantial data to clearly analyse audience listening habits so they can help formulate an effective advertising plan”. She also points out that “all radio stations in Ireland have invested significantly in their digital output because it’s crucial that we continuously adapt and evolve to exceed our audience’s ever changing expectations”. Collectively, all radio stations in Ireland now have over three million listening on air and over 8 million social media followers. With such a large, engaged audience across multi platforms, the #ChooseRadio group is focused on championing the many merits of the medium which the group describes as the original social media.

Today’s JNLR results complement a recent poll commissioned by the #ChooseRadio group from Spark Research Company which has revealed that almost 60% think radio is a trustworthy source*. Gabrielle Cummins says “the reality is that radio connects with more people than any other medium in Ireland so if you have a message you want to get across to your target in an effective way then then the obvious option is to #ChooseRadio!”

JNLR July 27th 2017 – THE FACTS

1. 82% of people in Ireland listened to the radio yesterday.

2. On average, they spend over 4 hours with radio every day.

3. When it comes to any audio listening in Ireland, live radio rules with 87.6%. This compares to 8% of owned music and 3.2% to Spotify.

4. Radio also dominates when compared with other media – 51% of all adults in Ireland used Social Media yesterday and just 40% read a national newspaper.

5. 413,000 people in Ireland listened to radio via either a radio station App or the Irish Radioplayer in the last seven days.

6. Irish radio’s strong on air performance is complemented across their digital platforms with over 8.1 million social connections.

*Spark Omniboost poll, summer 2017