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Choose Radio 2010 Radio: Hearing is Believing

With 86% of all Irish adults tuning into radio for over three hours a day, radio is the most cost-effective way for advertisers to reach consumers. Radio, Hearing is Believing is the theme of the second Choose Radio advertising campaign, which will broadcast from today (Monday 17th May) across RTÉ Radio and independent stations nationwide. The campaign aims to encourage advertisers to choose radio as part of their advertising plan.

This is the second year of the Choose Radio initiative, a collaboration between RTÉ and the Independent Broadcasters of Ireland, which represents commercial and independent broadcasters nationwide. The advertisement will be broadcast on 36 radio stations across Ireland from next Monday.

The advertisement was written by Cathriona Hanley and Barbara Nic Dhonnacha from Independent regional radio station i102-104. Theirs was the winning entry in a new Choose Radio category at the recent Radio Advertising Awards.

The advertisement conveys the powerful images which can be created with just 30 seconds of airtime on radio and seeks to encourage media directors, media buyers and planners as well as key decision-makers such as managing directors, marketing and brand managers to invest in radio as an essential part of their marketing campaigns.

Radio stations will broadcast the Choose Radio advertisement 3 times a day for the first week and twice a week for the second week of the campaign. It was produced by UTV Radio in the offices of Q102. Media agency Ad Sat will deliver the advertisement to all independent radio stations for broadcast.

“Radio listening remains at a significant high. This is the ideal time then for the independent radio sector and RTÉ Radio to come together to promote radio as a medium”, said Clare Duignan, Managing Director of RTÉ Radio. Willie O’Reilly, chairman of the Independent Broadcasters of Ireland said: “With advertising and marketing budgets remaining under pressure, no other medium is as cost effective, flexible or innovative as radio”.


For further information/interviews/images:
Joseph Hoban, Communications Manager, RTÉ Radio, Tel: 086 8128662, Email:

Laurie Mannix, MKC Communications, Tel: 01-7038600, Email:


Top Reasons to Choose Radio

  • Audience. Radio has reach
  • 86% of adults 15+ listen to radio on the average weekday, just over 3m and this figure is on the rise.
  • Value. Radio is cost-effective.
    Low media & production costs combined with minimal ad avoidance & loyal listenership of over 4 hours on average every weekday. Without compromising on quality!
  • Flexible. Radio is a spontaneous medium
    Short lead times offer a quick turn around from booking to air. Radio can work as a lead medium or part of a cross-media solution.
  • Visual. Radio is the most visual medium in the world.
    As listeners engage with a radio ad, it evokes their own personal theatre of the mind.
  • Targeted. Radio is efficient.
    Radio targets all consumer groups, those with buying power and also more niche markets. Specific solutions can be tailored to clients’ needs.
  • Connects. Radio is personal.
    Consumers have a unique relationship with radio. They can relate to it – radio is engaging, entertaining, informative, dependable, trustworthy and immediate.
  • It’s Everywhere. Radio is a portable medium.
    Radio reaches people in relevant places – at home, in the car, at work, while commuting, out & about. It’s always there.
  • Creative. Anything is possible on radio.

About IBI
The Independent Broadcasters of Ireland (IBI) is the representative body for Ireland’s independent commercial radio broadcasters. The mission of the IBI is to champion the agenda of independent broadcasters in Ireland and to be a distinct and coherent national voice in the ongoing campaign for competitive equality across the sector.

64.5% of the population tune into independent radio on a daily basis. This translates into weekday figures of 2.456 million listeners. With more than 1500 people employed in the sector, independent broadcasters make a significant economic, social and cultural contribution to the Irish economy. The IBI represents 2 national radio stations, 1 multicity radio station, 4 regional radio stations and 27 local radio stations. For more information please visit:

About RTÉ Radio
RTÉ Radio, Ireland’s public service broadcaster, broadcasts Ireland’s Top 10 most-popular radio programmes and its three national services, RTÉ Radio 1, RTÉ 2fm and RTÉ lyric fm, reach a weekday audience of 39%. RTÉ Radio 1 and RTÉ 2fm both reach over a million listeners each week, with 1.363 million listeners tuning into RTÉ Radio 1 and 1.078 million tuning into RTÉ 2fm across the seven day week.

Ireland’s top broadcasting talent including Ryan Tubridy, Pat Kenny, Gerry Ryan, Joe Duffy, Marian Finucane, Miriam O’Callaghan, Derek Mooney and Mary Wilson all broadcast on RTÉ Radio. Its high quality news, current affairs, entertainment, lifestyle, arts and features programming reflects the cultural and regional diversity of Ireland and is the unifying source of national participation in all major events.

RTÉ Radio delivers a total of 11 nationwide services. Four FM services; RTÉ Radio 1, RTÉ 2fm, RTÉ lyric fm and RTÉ Raidió na Gaeltachta and seven digital services: RTÉ Choice, RTÉ Gold, RTÉ Junior, RTÉ 2XM, RTÉ Pulse, RTÉ Chill and RTÉ Radio 1 Extra. The services are available to listen to on FM, DAB, online, via Chorus NTL and Sky and worldwide via satellite. For further information on RTÉ Radio visit:

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