1. Karen hall Account Director KAREN sheehan Senior Research Consultant
IBI – Audio Landscape
Karen hall
Account Director
KAREN sheehan
Senior Research Consultant
© 2015 Ipsos MRBI  All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos. 1
© 2015 Ipsos MRBI
IBI Audio Landscape Research

2. Contents 1 2 3 4 5 6 Introduction Background & Objectives
Research Methodology 4 5 6
Sample Profile
Findings
Conclusions

3. introduction 3 © 2015 Ipsos MRBI
IBI Audio Landscape Research

4. Background & Objectives
The audio market is evolving quickly in Ireland driven by growth in access to technology. Audiences now have more choice in what and how they listen – audio can be accessed live or on-demand via a range of platforms, services and devices. This activity has changed the traditional competitive set in Ireland.
While the radio industry currency delivers vast amounts of data on audiences to local, regional and national radio stations, it does so simply in the context of broadcast media. As such, there is currently no available data in Ireland on the broader audio market.
To understand the audio market and to complement the JNLR audience data, IBI commissioned a bespoke research project.
The objectives of this survey are as follows:
To provide timely benchmarks for the Irish audio market - including radio and on-demand services;
To gain an understanding of how audio listeners behave across the wide variety of platforms and devices available;
To provide advertisers and agency clients a new perspective on Irish radio

5. Research Methodology
This survey was conducted using a CATI (telephone) methodology via Omnipoll, the Ipsos MRBI telephone omnibus service. Omnipoll accesses a nationally representative sample of 1,000 adults aged 15+ every two weeks.
The sample used RDD (Random Digit Dialling) to ensure that both listed and unlisted phone numbers had the same probability of being contacted. Furthermore, a proportion of the sample was contacted via mobile phone numbers.
This mix of RDD and mobile phone numbers ensures a spread of interviews across all demographic and geographic regions. To ensure the sample is representative at a national level, weighting is applied at analysis stage across age, gender, social class and region.
In addition to the 1000 Omnipoll sample, a parallel booster survey was conducted among adults aged 15-34, in order to further boost this sub-sample of respondents whose behaviour in the radio market has shown to differ from the average and, among whom ownership of mobile technology tends to be higher.
The survey was conducted from the 4th to 20th June 2015.

6. Sample Profile – Demographics (Weighted)
Gender
Age
Region
Conn/
Ulster
18%
Dublin
28%
Munster
27%
Rest of
Leinster
26%
Base: All Respondents: 1,101

7. Sample Profile – Radio Regions (Weighted)
Base: All Respondents: 1,101

8. Sample Profile – Main Mode of Transport
Q.S And for travelling / getting around, what mode of transport do you use most often? (Unprompted)
Base: All Respondents: 1,101

9. FINDINGS 9 9 © 2015 Ipsos MRBI © 2015 Ipsos MRBI
IBI Audio Landscape Research

10. TECHNOLOGY 10
© 2015 Ipsos MRBI
IBI Audio Landscape Research

11. CAR THAT CONNECTS PHONE TO AUDIO SYSTEM
opportunity to access audio content ‘on-the-go’ and ‘on-demand’ – Technology Owners
71%
69%
48%
44%
22%
LAPTOP
COMPUTER
CAR THAT CONNECTS PHONE TO AUDIO SYSTEM
SMART PHONE
TABLET
DESKTOP COMPUTER
86%
82%
33%
31%
BROADBAND
RADIO
STREAMING SERVICE
IPOD/MP3
Q.1 Which of these, if any, do you own, or use yourself, on a regular basis?
Base: All Respondents: 1,101

12. Ownership of smart phones has grown rapidly
Source: Ipsos MRBI/JNLR

13. Smartphone Ownership Penetration
Significantly higher ownership among younger people
Smartphone Ownership Penetration
69%
Gender
Age
Transport
Base: All Respondents: 1,101

14. Tablet Device Ownership Penetration
25-44’s more likely to own a tablet device
Tablet Device Ownership Penetration
48%
Gender
Age
Transport
Base: All Respondents: 1,101

15. Streaming Service Ownership Penetration
More 15-24’s own/use a streaming service (70%) than a radio (61%)
Streaming Service Ownership Penetration
33%
Gender
Age
Transport
Base: All Respondents: 1,101

16. PERSPECTIVES ON RADIO AND OTHER AUDIO19
© 2015 Ipsos MRBI
IBI Audio Landscape Research

17. MAJORITY CONTINUE TO LISTEN TO AUDIO VIA THE TRADITIONAL FM RADIO and music is a key component Perspective on Radio (I)
Mean Score
4.12
4.04
3.88
3.87
Q.2 Thinking now about your own listening to radio and to other types of audio material – by other audio we mean listening to music - whether that is your own CDs and songs, music streamed from a streaming service, YouTube (just for music), or listening to podcasts, please tell me to what extent you agree or disagree with the following statements: For each statement tell me if you …
Base: All Respondents: 1,101

18. SIGNIFICANT MINORITY ENGAGE MORE WITH STATIONS active on SOCIAL MEDIA Perspective on Radio (II)
Mean Score
3.21
2.64
1.96
Q.2 Thinking now about your own listening to radio and to other types of audio material – by other audio we mean listening to music - whether that is your own CDs and songs, music streamed from a streaming service, YouTube (just for music), or listening to podcasts, please tell me to what extent you agree or disagree with the following statements: For each statement tell me if you …
Base: All Respondents: 1,101

19. A preference for finding their own music among half the population Perspective On Audio – Streaming, Podcasts …
Mean Score
3.46
2.43
2.34
2.00
Q.2 Thinking now about your own listening to radio and to other types of audio material – by other audio we mean listening to music - whether that is your own CDs and songs, music streamed from a streaming service, YouTube (just for music), or listening to podcasts, please tell me to what extent you agree or disagree with the following statements: For each statement tell me if you …
Base: All Respondents: 1,101

20. Despite regularly streaming, respondents still trust radio and listen in traditional ways Perspective on Radio (I)
Mean Score
3.43
3.85
3.82
3.25
Q.2 Thinking now about your own listening to radio and to other types of audio material – by other audio we mean listening to music - whether that is your own CDs and songs, music streamed from a streaming service, YouTube (just for music), or listening to podcasts, please tell me to what extent you agree or disagree with the following statements: For each statement tell me if you …
Base: All regular users of music streaming service: 277

21. SIGNIFICANT MINORITY ENGAGE MORE WITH STATIONS active on SOCIAL MEDIA Perspective on Radio (II)
Mean Score
2.87
2.85
2.08
Q.2 Thinking now about your own listening to radio and to other types of audio material – by other audio we mean listening to music - whether that is your own CDs and songs, music streamed from a streaming service, YouTube (just for music), or listening to podcasts, please tell me to what extent you agree or disagree with the following statements: For each statement tell me if you …
Base: All regular users of music streaming service: 277

22. Stronger preference for finding own music among those who stream Perspective On Audio – Streaming, Podcasts …
Mean Score
4.13
3.69
3.68
2.41
Q.2 Thinking now about your own listening to radio and to other types of audio material – by other audio we mean listening to music - whether that is your own CDs and songs, music streamed from a streaming service, YouTube (just for music), or listening to podcasts, please tell me to what extent you agree or disagree with the following statements: For each statement tell me if you …
Base: All regular users of music streaming service: 277

23. Perspective On Radio older audiences are more traditional Male Female
15-24
25-44
45+
Strongly Agree %
Do most of my listening through FM 61 69 23 64 78
Prefer radio stations with mix of talk/music 54 62 40 67
Trust radio to bring new music 44 38 55 47
Prefer listening to music on radio 49 50 16
65%
58%
49%
49%
Q.2 Thinking now about your own listening to radio and to other types of audio material – by other audio we mean listening to music - whether that is your own CDs and songs, music streamed from a streaming service, YouTube (just for music), or listening to podcasts, please tell me to what extent you agree or disagree with the following statements: For each statement tell me if you …
Base: All Respondents: 1,101

24. Perspective On Audio – Streaming, Podcasts …
Younger 15-24’s more likely to listen to audio online/via a streaming service
Perspective On Audio – Streaming, Podcasts …
Male
Female
15-24
25-44
45+
Strongly Agree %
Prefer finding my own music 42 35 47 36 38
Do most of my listening online/app 22 21 60 10
I often listen back to radio 13 19 8 17
Do most of my listening using streaming service 16 12 6
38%
22%
16%
13%
Q.2 Thinking now about your own listening to radio and to other types of audio material – by other audio we mean listening to music - whether that is your own CDs and songs, music streamed from a streaming service, YouTube (just for music), or listening to podcasts, please tell me to what extent you agree or disagree with the following statements: For each statement tell me if you …
Base: All Respondents: 1,101

25. What Do You Like About ….. Choose what I want to listen to Music
Access to news, information & music attracts radio listeners
– other audio offers element of control
What Do You Like About …..
Radio
Other Audio
Music
News & current affairs
Keeps me company
Choose what I want to listen to
Listen to specific artists/ songs/genres
Ease of access/portable/ convenient
29%
46%
27% 8%
16% 7%
Q.3 What do you like about radio? (Unprompted)
Q.4 And what do you like about other audio - such as personal CDs or songs, streamed music, podcasts, or YouTube (just for music)? (Unprompted)
Base: All Respondents: 1,101

26. What Do 15-34’s Like About ….. Choose what I want to listen to Music
When they listen to radio, it’s for the music
What Do 15-34’s Like About …..
Radio
Other Audio
Music
News & current affairs
Keeps me company
Choose what I want to listen to
Ease of access/portable/ convenient
Listen to specific artists/ songs/genres
43%
53%
18%
11%
10% 6%
Q.3 What do you like about radio?
Q.4 And what do you like about other audio - such as personal CDs or songs, streamed music, podcasts, or YouTube (just for music)?
Base: All 15-34’s: 397

27. What Do You Like About Radio (I)
In addition to the music, Radio keeps audience informed and in touch
What Do You Like About Radio (I)
Q.3 What do you like about radio?
Base: All Respondents: 1,101

28. What Do You Like About Other Audio (I)
Audio offers the element of choice – the audience is in control
What Do You Like About Other Audio (I)
Q.4 And what do you like about other audio - such as personal CDs or songs, streamed music, podcasts, or YouTube (just for music)?
Base: All Respondents: 1,101

29. AUDIO OCCASIONS 35
© 2015 Ipsos MRBI

30. (with new music or bands)
Radio fulfils a broad range of needs and occasions What Suits The Mood Or Occasion?
Live Radio
Other Audio
Use Both Equally
Escape/
distraction
Lift my mood/
company
Add
atmosphere
Discover new
music/bands
Something to
talk about
New ideas
or opinions
Relax
Staying
informed
Broaden horizons
(with new music or bands)
16%
18%
13%
14%
11%
15%
Q.5 People listen to radio and other sources of audio for a variety of different reasons and occasions or to suit a variety of different moods. I am going to read out some of these reasons – for each one that I read out can you tell me whether you personally would use mostly “live radio”, mostly “some other” type of audio or would you use both “live radio” and “other audio” equally in that situation.
Base: All Respondents: 1,101

31. Live Radio – Top 3 Motivations
Radio – a source of topical information, new ideas & links to social relationships
Live Radio – Top 3 Motivations
Male
Female
15-24
25-44
45+
Prefer Live Radio %
Keep me in the loop by staying informed of what’s going on 73 74 62 70 79
Providing me with new ideas or opinions 52 61 41 51 66
Have something to talk about with workmates, friends or family 50 57 40 59
73%
57%
53%
Q.5 People listen to radio and other sources of audio for a variety of different reasons and occasions or to suit a variety of different moods. I am going to read out some of these reasons – for each one that I read out can you tell me whether you personally would use mostly “live radio”, mostly “some other” type of audio or would you use both “live radio” and “other audio” equally in that situation.
Base: All Respondents: 1,101

32. Other Audio – Top 3 Motivations
AMPLIFIES the moment AND HELPS to relax & unwind – more complementary to radio than competitive?
Other Audio – Top 3 Motivations
Male
Female
15-24
25-44
45+
Prefer Other Audio %
To add atmosphere to moment/occasion 42 46 55 56 31
To relax & unwind 37 66 47 26
To escape/provide a distraction from the daily grind 35 60 18
44%
40%
31%
Q.5 People listen to radio and other sources of audio for a variety of different reasons and occasions or to suit a variety of different moods. I am going to read out some of these reasons – for each one that I read out can you tell me whether you personally would use mostly “live radio”, mostly “some other” type of audio or would you use both “live radio” and “other audio” equally in that situation.
Base: All Respondents: 1,101

33. Radio is the main source of new music for all except the younger
15-24 audience
Source of New Music
Male
Female
15-24
25-44
45+ %
Radio
Discover new music/bands 45 53 29 52
Broaden horizons with new music/bands 51 54 30 59
Other Audio 22 17 47 9 19 16 42 20 7
49%
53%
20%
17%
Q.5 People listen to radio and other sources of audio for a variety of different reasons and occasions or to suit a variety of different moods. I am going to read out some of these reasons – for each one that I read out can you tell me whether you personally would use mostly “live radio”, mostly “some other” type of audio or would you use both “live radio” and “other audio” equally in that situation.
Base: All Respondents: 1,101

34. LISTENERS TO RADIO AND OTHER AUDIO40
© 2015 Ipsos MRBI

35. We know radio has maintained a consistently high audience reach JNLR LISTENING TREND
AVERAGE MINS
PER LISTENER
250
229
180
*Weekday Figures
JNLR DATA:

36. ALMOST UNIVERSAL USE OF RADIO AND A SURPRISING PROPORTION USE YOUTUBE FOR MUSIC
Regularly Listen To …
21% among 15-24’s
Q.9 Which of the following things do you do on a regular basis? By regular I mean at least two or three times a week?
Base: All Respondents: 1,101

37. Younger audience is particularly engaged with youtube for music but 84% still listen to radio regularly
Regularly Listen To …
Male
Female
15-24
25-44
45+
Mobile
Device
Connected
Car %
Radio 91 84 90 94 93
On-Demand 80 82 99 87 70 86
Own music 67 71 74 57 73
YouTube for music 48 41 92 56 20 53
Streaming 28 60 9 39
Listen back to radio 22 15 25 23
Music iTunes 18 42 24 12 32
Podcast iTunes 19 17 11 21
91%
81%
69%
45%
24%
21%
Q.9 Which of the following things do you do on a regular basis? By regular I mean at least two or three times a week?
Base: All Respondents: 1,101
21%
18%

38. Regular Users Of …. 44% 24% 23% 20% 13% 11% 10% 8%
Users of digital music apps regularly use 2 or more – Average 2.6
Regular Users Of ….
44%
24%
23%
20%
13%
11%
10% 8%
Radio Apps
Q.10 Which of the following digital music apps do you use on a regular basis? By regular I mean at least two or three times a week?
Base: All Respondents: 1,101
*Responses <2% not shown

39. Who uses youtube for music? Vs. Spotify Users – Profile
Gender
Age
Transport
Q.10 Which of the following digital music apps do you use on a regular basis? By regular I mean at least two or three times a week?
Base: All Respondents: 1,101

40. Pattern of on-line searching by time of day mirrors on-demand audio use Typical Time Of Day
Q.6 When you listen to the radio, broadly what times of the day do you tend to listen?
Q.7 When you listen to other audio, broadly what times of the day do you tend to listen?
Q.8 When you are researching online for information on products or services (e.g. new cars, insurance, mobile companies etc.), broadly what times of the day do you tend to search online?
Base: All Respondents: 1,101

41. Peak Timeblocks Most popular Time of day Male Female 15-24 25-44 45+
Mobile
Device
Connected
Car %
Radio
- Early Morning
(7am-9am) 59 60 46 63 61 64
Other Audio
- Night time
(7pm-m’night) 52 48 57 40 53
Searching Online 54 51 50 47
59%
50%
52%
Q.6 When you listen to the radio, broadly what times of the day do you tend to listen?
Q.7 When you listen to other audio, broadly what times of the day do you tend to listen?
Q.8 When you are researching online for information on products or services (e.g. new cars, insurance, mobile companies etc.), broadly what times of the day do you tend to search online?
Base: All Respondents: 1,101

42. In the total audio market more time spent on radio than any other Weekday
Live Radio
Streamed
Music
Own Music
(CDs etc.)
Listen-back
YouTube for music
84%
19%
50%
19%
32%
54.3%
21.5%
8.6%
6.3%
9.3%
Q.11 So thinking now of ALL your radio / audio listening “yesterday”, about how many minutes or hours a day, if any,
would you spend listening to each of the following?
Base: All Respondents: 1,101 (Estimated no. of mins per platform)

43. Time spent ‘on-demand’ increases at the weekend Weekend
Live Radio
Streamed
Music
Own Music
(CDs etc.)
Listen-back
YouTube for music
79%
23%
63%
22%
39%
44.4%
27.2%
9.2%
6.1%
13.1%
Q.11 So thinking now of ALL your radio / audio listening “yesterday”, about how many minutes or hours a day, if any,
would you spend listening to each of the following?
Base: All Respondents: 1,101 (Estimated no. of mins per platform)

44. Among 15-34’s still more time spent on radio, though own music is a close second Weekday
Live Radio
Streamed
Music
Own Music
(CDs etc.)
Listen-back
YouTube for music
77%
40%
71%
26%
62%
32.9%
15.3%
28.9%
6.6%
16.3%
Q.11 So thinking now of ALL your radio / audio listening “yesterday”, about how many minutes or hours a day, if any,
would you spend listening to each of the following?
Base: All 15-34’s: 397

45. ‘own music surpasses radio on weekends among the 15-34 age group Weekend
Live Radio
Streamed
Music
Own Music
(CDs etc.)
Listen-back
YouTube for music
72%
45%
78%
28%
71%
26.0%
30.8%
16.5%
20.8%
5.9%
Q.11 So thinking now of ALL your radio / audio listening “yesterday”, about how many minutes or hours a day, if any,
would you spend listening to each of the following?
Base: All 15-34’s: 397

46. Average Time Spent Among Users
time spent with ‘on-demand’ audio is relatively significant among users
Average Time Spent Among Users
Radio Users (84% / 79%)
Streaming (19% / 23%)
Own Music (50% / 63%)
128 MINS 90
MINS 85
MINS
141
MINS
102
MINS
108
MINS
Listen Back
(19% / 22%)
YouTube For Music
(32% / 39%) 65
MINS 59
MINS
WEEKDAY
WEEKEND 72
MINS 86
MINS

47. CONCLUSIONS 54 © 2015 Ipsos MRBI
IBI Audio Landscape Research

48. Conclusions
Growing opportunities to access audio on the go and on-demand as access to tablets, smartphones and in-car technology grows - more than three-quarters own/use a mobile device.
One third of all currently have a streaming service – either free or paid for, although only 24% regularly listen to music in this way.
In terms of platform, FM radio continues to be the main vehicle for listening to audio. But challenges to radio’s position may emerge in the future as access to streaming devices and in-car audio technology grows. FM

49. Conclusions
Almost universal listening to radio – 91% listen on a regular basis. Among the younger year audience, 84% listen regularly.
Four in every five listen regularly to audio ‘on-demand’. Apart from personal stored music, YouTube for music is the single most regularly used ‘on-demand’ service. Other audio sources – streaming and listen-back are used regularly by c.25% of the population.
When estimating time spent listening to audio across all platforms and services, radio emerges with the greatest proportion of time spent listening. ON
DEMAND

50. Conclusions
Radio has a broad appeal and relevance for the majority of listeners in the audio market – from providing company to keeping us informed. It’s particular strength is the delivery of topical news, information and music, translating to a currency that can be used in social relationships.
Radio is a credible authority for new music and bands – it is the more likely source for all aged
Other ‘on-demand’ audio provides an element of choice and control, and is used to add atmosphere to the occasion. Peak listening currently occurs between 7pm and midnight, the complete opposite to the traditional radio time-line - suggesting a landscape where both radio and other audio content can exist fulfilling complementary needs and occasions. ON
DEMAND

51. Biographies team members Karen Hall Account Director
Karen Sheehan Senior Research Consultant
Karen is the Media Account Director in Ipsos MRBI and has worked with the company for more than 20 years. She currently directs the JNLR Survey, the industry survey which measures radio audience levels in Ireland. This project has been retained by Ipsos MRBI for 25 years.
Along with the JNLR project Karen manages a continuous on-line survey for PML in the outdoor media market and has worked with Independent Radio, RTE and the BAI on ad-hoc quantitative projects.
Karen also has responsibility for the sampling function for all projects within Ipsos MRBI.
Karen is a Marketing Graduate of the Marketing Institute of Ireland.
Karen joined Ipsos MRBI in 2012 and is a graduate of Trinity College Dublin, with a Joint B.A. (Hons.) in History and Sociology. Karen is currently engaged in both qualitative and quantitative work within the media, pharmaceutical and food and drink industries.
She has specific experience working in the radio broadcasting sector on the JNLR Industry survey where she is responsible for managing the project on a day-to-day basis.
Karen is a part of the media team within Ipsos MRBI and has experience working with clients including the Broadcasting Authority of Ireland, TAM Ireland , PML and RTÉ.

52. Contacts Karen Hall Karen Sheehan Account Director
Senior Research Consultant