AS radio stations look over the latest listenership figures, it will be with one eye on the new national station, Radio Ireland, due on air in the spring.
RTE Radio 1 has already announced major changes in its schedule this autumn, bringing in more music and using market research to determine the shape of the schedule, while the independent stations are about to mount a major advertising campaign on radio, billboards and in newspapers, aimed at advertisers, the media and politicians.
The latest listenership figures for the past year, published yesterday by MRBI for the Joint National Listenership Research, show about a 10 per cent difference in market share between all RTE's stations and all in dependent stations. The JNLR does not measure community radio, British radio or Atlantic 252.
The figures for the past yeah show a 55 per cent share for RTE and 45 per cent for local radio, including Dublin. RTE has dropped one percentage point. RTE's 2FM also dropped one percentage point.
In the competitive Dublin market, there is a similar pattern, with RTE down one point and local radio up one point. In terms of growth, FM104 is the clear winner, up from 11 per cent to 14 per cent. Its rivals, 2FM and Classic Hits 98FM, are down one point each, standing at 20 per cent and 19 per cent respectively.
Industry sources, however indicated yesterday that the upward trend for FM104 is continuing.
The average listenership, which measures those who listened to any station, shows FM104 reaching a greater audience over the first six months of this year, compared with July to December last year. FM104 has reached 27 per cent; 98FM has fallen to 21 per cent.
The JNLR national figures, up to June 1996, do not take into account the effect of summer schedules. Nor is the half hour on Morning Ireland fully, as it was only in place for four months. However, Radio 1's 6.30 to 8 a.m. slot is up one point, which might reflect the longer Morning Ireland. Morning Ireland itself is also up by one point. Gay Byrne and Pat Kenny showed no change in their market share.
One factor the figures clearly indicate is the strength of radio as a medium, with almost nine out of 10 adults listening each weekday.
The chief executive of the Independent Radio and Television Commission (IRTC), Mr Michael O'Keeffe, said the independent sector was pleased with a market share of 45 per cent.
A number of stations had increased their share by five points, he said, including Highland Radio in Donegal at 73 per cent; Radio Kerry at 53 per cent; Clare FM at 46 per cent; and Tipp FM at 43 per cent. Cork 96 FM now had 48 per cent of market share.
RTE was pleased with the results. Its major presenters continue to attract big audiences and are reaching more listeners. Specific programmes, including Morning Ireland and News At One, attract 600,000 and 370,000 respectively.
RTE's Head of Radio Programming, Mr Kevin Healy, said that for specific periods each weekday RTE Radio 1's audience was greater than all the local radio stations combined. The survey confirmed the stability of Radio 1, he said.