Tried and trusted hang on to their listeners

The latest figures highlight the changing tastes of radio listeners, reports Emmet Oliver.

The latest figures highlight the changing tastes of radio listeners, reports Emmet Oliver.

Each year the complexity of radio listenership figures seems to increase and the public is understandably baffled by the claims and counter-claims of the various stations.

Yesterday was no exception, with most stations claiming astounding victories against long-standing rivals.

At national level, the overall changes were minimal, with Today FM and RTÉ turning in relatively static performances.

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While direct comparisons have to be treated with great caution, the main RTÉ flagship programmes continue to lose listenership.

This has been a trend in the radio sector for about five years now.

Within RTÉ itself, there are two schools of thought on why this might be happening. The first is that RTÉ is inevitably going to lose listeners because it is coming from a former monopoly position and is now facing a wave of competition from 26 stations.

The other school of thought is that RTÉ needs to replenish its top layer of talent with younger voices. Those who advocate this approach claimed a victory earlier this year when Ryan Tubridy replaced Marian Finucane in the 9am to 10am slot.

The controversy over the decision to ditch Tom McGurk as host of the Sunday Show may also be reignited. According to RTÉ's own figures, his show increased its listenership by 2,000 to 169,000.

RTÉ's rivals have their own problems. Today FM, for example, will attempt to renew its national licence shortly and, while it expects to be successful, a consortium is hoping to stop the station with a rival bid.

Over at NewsTalk there may be some disappointment at the figures for Eamon Dunphy's morning show, although there will be satisfaction at the decent jump in listenership for George Hook, who fronts the drive-time programme The Right Hook.

The big problem in the morning is the sheer scale of dominance of Morning Ireland, the country's most popular show. While its audience has been cut back slightly in the latest survey, it remains unassailable, at least for now, at 479,000.

While the popularity of traditional news programmes shows little sign of waning, other approaches to radio are proving to be appealing.

This is definitely the case with Today FM's Ray D'Arcy, who has attracted an audience of 226,000 - the only non-RTÉ programme to make it into the top 10.