MARKETOVERVIEW

 
Ireland

General Information

Demographics
Land area
70 273
   km2
Total population
4 467 854
Households
1 653 000
    
 
Economics
GDP
156 516
  
Millions of EUR
GDP per capita

35 031

  
EUR
PPS
136 046
 
Millions of PPS
PPS per capita
30 450
 
PPS
GDP/PPS
115.0%
Inflation rate 2008
3.10%
Inflation rate 2009
-1.70%
Inflation rate 2010
-1.60%
Inflation rate 2011 (forecast)
1.50%
Currency
EUR
    
Exchange rate 2010 EUR/EUR
1.000
Exchange rate 2009 EUR/EUR
1.000
Rate 2010/2009
1.0
Equipment/household

General

% of HH

Cars
75.6%
TV
96.1%
Terrestrial TV
20.1%
Cabled Households
28.3%
Satellite Households
46.9%
PC with Internet at home
68.8%
   

Radio

% of HH

Any type
99.0%
Alarm clock
N/A
Car set
89.0%
mp3 player/iPod
32.8%
Mobile phone
50.9%

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Radio Landscape

Market Structure: Stations
No. of stations/networks in country 39
No. of stations/networks that sell advertising 38
No. of sales houses (excluding direct sales) 3
No. of sales houses that collect 80% of the radio adspend N/A
Total number of spots broadcast N/A
Average spot length 30 sec
Daily Average Listening Time
Reference Popluation  
% Daily Coverage 85.0%
Individual Listening Time 03:35:00
Listener Listening Time 04:13:00

Radio Advertising
Radio adspend (Euros)
111 480 000
Radio adspend in % of GDP
0.07%
Radio adspend in % of PPS
0.08%
Radio adspend per capita (Euros)
24.95€
Total number of advertisers
N/A
Total number of radio advertisers
N/A
Number of national radio advertisers
N/A
Number of local radio advertisers
N/A

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Listening Curve 2010

Source: Any Radio - Quarter Hour - Adults 15+ Weekday, Jan - Dec 2010 - JNLR/ipsos MRBI 2010/4

 

Advertising Expenditures

Gross Advertising Spend Per Media (Millions of EUR)

2008

2009

2010

Adspend

% Total

Adspend

% Total

Adspend

% Total
Sponsorship TV Excl.   Excl.   Excl.  
Public TV
226.7
12.1%
Private TV
136.5
7.3%
Total TV
363.2
19.4%
276.7
21.3%
277.2
20.8%
             
Sponsorship Radio Excl.   Excl.   Excl.  
Public Radio
48.6
2.6%
Private Radio
99.5
5.3%
Total radio
148.1
7.9%
122.9
9.5%
111.5
8.4%
 
Cinema
10.3
0.5%
7.7
0.6%
8.6
0.6%
 
Newspapers
1 093.1
58.3%
724.8
55.8%
Magazines
41.5
2.2%
32.0
2.5%
Other Periodicals
Total Press
1 134.6
60.5%
756.8
52.8%
795.2
59.7%
 
Outdoor/Transport
196.9
10.5%
115.3
8.9%
111.6
8.4%
 
Internet
20.3
1.1%
20.3
1.6%
28.0
2.1%
 
Total
1 873.4
100.0%
1 299.7
100.0%
1 332.0
100.0%

Share of Media Expenditure - Gross 2010

Weight of 12 global actors - amount of radio spend (in EUR)
Company 2006 2007 2008 2009 2010 2010 2010
          %radio inv.= Weight of radio in the media mix
Procter & Gamble
Data not available
Unilever
Henkel
Master Foods
Nestlé
Kraft
Ferrero
Coca-Cola
L'Oreal
Danone
Reckitt Benckiser
Mc Donalds

Comment % represented by 12 actors in the total radio spend    
     

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Market Structure

Market Structure: Players

Radio Adspend (Gross) 2010
     
Sponsorship
 excluded

Name of Station/Network

Sales House

% Audience Share

EURO

% Market Share

RTÉ Radio 1 RTE   Split adspedn data not available
RTÉ 2fm RTE  
RTÉ lyric fm RTE  
Today FM in-house  
Newstalk in-house  
Clare FM IRS  
East Coast FM IRS  
Highland Radio IRS  
KFM IRS  
KCLR IRS  
Midlands 103 IRS  

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Audience Measurement & Legal Restraints

Audience Measurement: Quick Facts
Institute JNLR - Ipsos MRBI
Universe 15+
People represented 3 516 000
In percentage of the total market population 83%
Methodology Face-to-face-interviews
Sample 15 600
Reference measurement unit (audience base) 15 min
Advertising Placement Legislation: Quick Facts (PSB)
Advertising Authorized

Max amount of advertising time per day

216 min

Max amount of advertising time per hour

10 min
Min interval between two advertising breaks None
Max number of spots per break None

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Price of Advertising

Peak Times
 

RTÉ
Peak times
07:00 - 19:00
Percentage of inventory booked during those times
80%

 

Rate Cards
 

RTÉ
Publication frequency
Once a year
Publication times
Published Nov of each year with rates starting in Jan of new year
Rate card base - standard “time unit”
30 sec

 

Reference Cost per Thousand Per Media

Media

C/000 (Euros)

Relative price to Radio

Calculation Basis

Source
Radio 4.30€ 100 30 sec
Agency Estimates
TV 7.88€ 183 30 sec
Cinema 40.00€ 508 30 sec
Internet 10.00€ 233 1000 adviews
Dailies 43.13€ 1 003 1 A4/30 x 20 cm, B&W
Magazines 10.92€ 254 1/1, 4c

Monthly Radio Adspend

Month

Monthly breakdown of the total radio adspend in %

 
January Data not available
February
March
April
May
June
July
August
September
October
November
December

Pricing

Price index (or price modulation) for commercial advertising proposed in relation with the price of a 30” spot

RTE

Price Index 30" = 100

Less than 5 sec  
05 sec 45
10 sec 50
15 sec 70
20 sec 80
25 sec N/A
30 sec 100
35 sec N/A
40 sec 133
45 sec 150
50 sec 170
55 sec N/A
60 sec 200
More than 60 sec  
Other  

 
Seasonality

Month

RTE

Seasonal variations as % of average annual rate

January No seasonality varations
February
March
April
May
June
July
August
September
October
November
December

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For any enquiries regarding these figures, please contact Cécile Benedetti, Research & Marketing Manager

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