Tuesday 20 November 2018

Michael Cullen: 'Battle of the airwaves hots up as Healy strategy pays off for 2fm'

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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
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

Michael Cullen

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 listened-to-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 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 five-game 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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