Bat­tle of the air­waves hots up as Healy strat­egy pays off for 2fm

Irish Independent - Business Week - - TECHNOLOGY -

HEAD­LINE data from the lat­est Joint Na­tional Lis­ten­er­ship Re­search (JNLR) con­ducted by Ip­sos MRBI shows that ra­dio re­mains a val­ued medium for Ir­ish ad­ver­tis­ers with an 82pc lis­tenedto-yes­ter­day re­sult.

The ma­jor stand-out story from the new book is how close To­day FM and 2fm are now in terms of mar­ket share.

Phoebe Laing, se­nior client manager at Me­di­a­works, says

2fm’s ‘Sound of the Na­tion’ is slowly creep­ing up on To­day FM and its ‘Oh, It’s On Brand’ boast. Week­day shows such as ‘Break­fast Repub­lic’ with Keith Walsh and com­edy duo Jen­nifer Zam­par­elli and Bernard O’Shea, ‘The Nicky Byrne Show ‘with Jenny Greene and the ‘Tracy Clif­ford’ lunchtime show added over 14,000 lis­ten­ers.

Sev­eral To­day FM shows took a hit in the lat­est book. ‘The Ian Dempsey Break­fast show’ is down by 7,180 lis­ten­ers, while ‘Der­mot & Dave’ lost 2,570 lis­ten­ers, which has al­lowed 2fm to make gains in the 12 months to Septem­ber. To­day FM’s share is 7.3pc, with 2fm just be­hind on 7.2pc.

2fm’s Dan Healy has been dogged in try­ing to grow share since the sta­tion’s over­haul a few years back. Healy’s strat­egy ap­pears to have paid off so far.

One of the star turns has been Nicky Byrne. Laing says it will be in­ter­est­ing to see if his five months away from 2fm tour­ing with Westlife will im­pact on au­di­ence num­bers.

Will 2fm be able to keep the mo­men­tum go­ing with Byrne off air? Or will ad­ver­tis­ers see the sta­tion’s in­crease level out in the next book?

⬤ Hostel­world and air­port op­er­a­tor DAA is spon­sor­ing this year’s Busi­ness Jour­nal­ists

Last laugh:

Co­me­dian Jen­nifer Zam­par­elli, whose ap­pear­ances with Bernard O’Shea have helped 2fm shows such as Keith Walsh’s ‘Break­fast Repub­lic’ add more than 14,000 lis­ten­ers As­so­ci­a­tion of Ire­land (BJAI) cor­po­rate chal­lenge quiz in aid of the Dublin Simon Com­mu­nity. The Rep­u­ta­tions Agency will again do­nate its PR ser­vices.

RTE’s Bryan Dob­son re­turns as quiz­mas­ter and UCD lec­turer Ni­amh Bren­nan will ad­ju­di­cate the event in the Radis­son Blu ho­tel in Golden Lane at 7.15pm on Thurs­day, Novem­ber 15. A cor­po­rate ta­ble of four costs €1,000. Last year’s win­ner was law firm Wil­liam Fry.

⬤ Aer Lin­gus has ap­pointed Ac­cen­ture In­ter­ac­tive’s Rothco to han­dle its cre­ative ad ac­count af­ter a two-way con­test with Publi­cis. Rothco has han­dled projects for Aer Lin­gus. It won a bronze in best learn­ing at the re­cent IAPI Adfx awards for Aer Lin­gus’s ‘No Place Like Home’ cam­paign for the Ire­land rugby squad. The air­line’s sport­ing ties have been ex­tended by it sign­ing up as the ti­tle spon­sor for a fiveg­ame College Amer­i­can Foot­ball series at the Aviva Sta­dium.

⬤ World­wide re­search body Eso­mar re­turns to Dublin to stage its Fu­sion four-day con­fer­ence at the Gibson Ho­tel in the IFSC from Novem­ber 11. Del­e­gates can de­cide on which of the days to at­tend de­pend­ing on whether they choose data case stud­ies or qual­i­ta­tive is­sues.

The pro­gramme con­tent cov­ers an­thro­pol­ogy, pre­dic­tive an­a­lyt­ics, semi­otics and sto­ry­telling. Speak­ers from Delta Air Lines, Face­book, Google, GSK, Net­flix, Or­ange, Pep­siCo, Pernod Ri­card and Tourism Ire­land will fea­ture.

⬤ Carls­berg is rolling out new pack­ag­ing to help re­duce plas­tic waste. Snap Pack re­places the plas­tic film wrap for Carls­berg six packs with a glue hold­ing the beer cans to­gether. The move could lower the amount of plas­tic used in mul­ti­packs by up to

76pc. To launch Snap Pack, the Dan­ish brewer cre­ated a ver­sion of Copen­hagen’s iconic Lit­tle Mer­maid statue made en­tirely from the cans.

⬤ Bank of Ire­land has hired Te­neo PSG to han­dle its cor­po­rate and con­sumer PR, fol­low­ing a con­test with Fleish­manHil­lard, Hume Bro­phy and the in­cum­bent,

Q4. Te­neo will work to Bank of Ire­land’s me­dia re­la­tions manager Mark Leech and his in-house team. The news co­in­cides with the re­cruit­ment of Anne Mulc­ahy from Voda­fone to head up the bank’s brand mar­ket­ing.

⬤ And fi­nally... TBWA\Dublin ex­ec­u­tive cre­ative di­rec­tor John Kane’s debut chil­dren’s book has been short­listed for the An Post Ir­ish Book Awards at the end of Novem­ber. En­ti­tled ‘I Say Ooh, You Say Aah’, the in­ter­ac­tive pic­ture book stars a don­key named Ooh and a pair of un­der­pants. Kane’s se­cond book is due out early next year.

Michael Cullen is editor of Mar­ket­ing.ie; cullen@mar­ket­ing.ie

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