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Independent Broadcasters of Ireland/RTÉ Radio – Choose Radio Campaign Demonstrates Power of Radio


On Wednesday, 9th September (09/0909) an estimated, 1,204,000* Adults 15+ will hear the same radio advertisement on thirty six radio stations nationwide just after 9am. The synchronised transmission of the advertisement is the highlight of the Irish radio industry’s first ever marketing drive to demonstrate the power of radio.

With the strapline “the most visual medium in the world” the Choose Radio campaign uses a radio advertisement, direct email and media relations to demonstrate the power of radio and 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.

The cross-industry initiative is led by RTÉ Radio and the Independent Broadcasters of Ireland; representing commercial and independent broadcasters nationwide. With ever increasing numbers of Irish people listening to radio, this is the ideal time for the independent radio sector and RTÉ Radio to come together to promote radio as a medium.

Clare Duignan, Managing Director of RTÉ Radio says,
“Radio is hugely popular in Ireland and an essential part of people’s lives. At a time when media buyers and planners are scrutinising their marketing spend we wanted to get together as an industry and promote radio as a powerful and cost-effective medium. No other medium has the creative potential of radio or the ability to connect with individuals in such a personal way.”

Willie O’Reilly, Chair of the Independent Broadcasters of Ireland comments,
“86% of adults listen to radio on the average weekday and this figure is on the rise. Radio is very much part of the community and has its finger on the pulse of what’s happening and what’s important to the listener. This is reflected in the loyal listenership base and it makes radio one of the easiest and most effective ways to target specific consumer groups and to reach people everywhere. It’s also why radio advertising has remained relatively strong in the current economic climate”.

Advertising agency, Cawley Nea, and Carat Ireland, Ireland’s largest media buying and planning advertising agency, have provided pro bono professional services for the campaign. worked on the digital element of the campaign.

Peter McPartlin, Strategic Director at Carat Ireland believes that radio has been less affected by the overall downturn in spend compared to other media.
“Our estimates for advertising spending in 2009 indicate that radio will outperform all other mainstream media in relative terms and that the total value of radio advertising spend will be around €126 million, that’s €30 on radio spend per capita versus almost €7 per capita in the UK.”

Alan Kelly, award-winning creative director at Cawley Nea, devised the creative which highlights the power of radio as a visual medium. Alan says,
“To demonstrate the visual power of radio we decided our voiceover would describe a person. We wanted the listener to start painting a picture of this individual in their head. Then, to make it interesting, we made the person we were describing – the oddest person you could possibly imagine.”

Agencies and clients will receive a teaser-style direct email from Choose on Friday, 4th September alerting them to tune into the advertisement on 09/09/09. They will then receive a second email at approximately 11am on Wednesday, 9th which will highlight the top reasons to choose radio. Media relations will target trade publications, national and regional press.

The radio advertisement will run for two weeks on all stations nationwide including 5 national stations, 1 multi-city station, 4 regional stations and 26 local stations


Date: 31 August 2009

For further information/interviews/images:
Sarah Martin, Tel: 087 750 1850, 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 (3,043,000)**, 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.

* Mediastar: Combined Station Run, Jul ’08 – Jun ’09
** JNLR/TNSmrbi 2009/2

About is a joint industry initiative of the independent radio sector under the auspices of Independent Broadcasters of Ireland and RTÉ Radio. aims to promote radio as a marketing medium, whether it is for advertising, sponsorship or promotions. Carat Ireland and Cawley Nea have contributed pro bono to the first marketing campaign.

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.

The independent voice of Ireland, the IBI’s 33 radio stations reach 68% of the population on a daily basis. This translates into combined weekday reach figures of 2.412 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, 4 regional radio stations and 26 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:

About Cawley Nea\TBWA
Cawley Nea\TBWA is first and foremost an ideas company. We believe we have brought together the most passionate, creative minds in the business to work collaboratively in creating big brand ideas that engage audiences in meaningful conversations and powerful experiences. Within the Cawley Nea\TBWA Group, you’ll find TEQUILA,, E-Graphics and OMD.

About Carat Ireland
Carat is Ireland’s largest media and communications agency. In 2006, Carat became the first Irish advertising company to exceed €100 million in annual billings and turnover in 2007 exceeded €117M.

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