IRS+ CEO criticises JNLR code of procedure

As the final JNLR book for 2014 is released, the CEO of IRS+ has criticised its code of procedure, saying it prevents the growth of local stations from being put in context against the figures of large national stations.

17 independent radio stations across the Republic of Ireland and six stations in Northern Ireland use IRS+ as their central sales and marketing office. The group say that the 2014 JNLR figures released today show the stations they represent have grown by greater numbers than any single national radio station, an increase of 20,000 daily listeners in the last quarter of 2014.

Peter Smyth, CEO of IRS+, which represents the majority of Ireland’s independent stations, said: “IRS+ stations reach over 1.1 million daily listeners, which is more than any other station except Radio 1, with just under half of our listeners only listening to our stations. However, in the JNLR code of procedure, it is recommended that we cannot tell you how many more listeners we have than Sean O’Rourke, Pat Kenny and Ray D’arcy in our areas”.

He added: “Our combined Average Quarter Hour listenership between 9am to 12 noon is 265,000 listeners. In comparison, Radio 1 has 233,000, Today FM has 125,000, 2FM 95,000 and Newstalk 78,000. The latest figures show how much the strength of local radio continues to grow”.

Smyth explained this further, saying that the “vibrant contribution our stations make to their local communities is again rewarded by increased listener loyalty and out network of stations continues to offer the best value in radio advertising. Independent local radio is a powerful force in Irish life – most of our stations outside of Dublin have the highest listenership within their franchise areas, with the likes of Highland Radio in Donegal enjoying market share of 62.4% and Mid West and Radio Kerry on over 50%.”

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