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Admatic radio adverstising

The Power of Radio (and all things Audio)

Radio is a powerful Advertising medium and actually an Irish phenomenon (Radio is not as advertising dominant in the UK for example). And right now for 2026, it is flying! Generally sold in ‘packages’ with different broadcast time bands called – TAP or Prime Time PT.

TAP are cheaper but broader airtime (usually 7am to midnight).

You will see Admatic Ad rates for each key station – just click in the Radio section on the homepage.https://app.admatic.ie/catalog/radio

Don’t neglect Radio in your Advertising. We’ve also developed our own easy, value, ready made Radio Readymade Campaign packages – make sure to click on those too. https://app.admatic.ie/catalog/radio/11c0b286-2032-48bf-a6d8-296f81a1badc

Huge Listenerships

It’s massive! You’ll see data on each station as you browse.

Radio listening in Ireland is split 64/36 urban and rural respectively, and radio stations across Ireland have over 11.3 million social media connections across Facebook, Instagram, Twitter and Snapchat so you/we can also use that. They’re generally happy to sell it as part of any media buying (!)

Radio listenership is measured by  independent research ‘JNLR’ considered ‘The Bible’ for media planning. There’s no doubt, Radio still shows remarkable popularity!!!

The latest JNLR report shows that Radio is enjoying record levels of listenership with 3.9 million people now listening to radio every week, the highest weekly listenership ever recorded, growing by 105,000 listeners compared to the same 12 month period previously (Jan-Dec ’23).

The average weekday audience listening at any time between 7am to 7pm is now at 1,095,000, the highest recorded average audience ever.

Other key results from the latest JNLR/Ipsos survey are:

  • 90%of all adults and 85% of 15–34-year-olds listen to radio every week.
  • The daily listenership levels are also hugely impressive with the daily weekday audience now at 3.47 million, growing by 72,000 listeners.
  • 69% of 15-34 year olds listen to radio each weekday, while daily weekday listening levels for the hard to reach 15-24 year old cohort is also very impressive with 65% listening each weekday.
  • Listening levels to local and regional radio continues to be very strong with over 2 million adults listening to their local or regional station every single weekday.
  • The Irish Audio Report which was published in November last year and measures all forms of audio listening, revealed there is universal listening to audio content with 97% of adults listening every week. Live radio dominates audio listening with a 76% share of total audio listening followed by music streaming with a 12% share while YouTube Music has a 6% share and podcasts a 3% share of audio listening.
  • In terms of how people listen, 12% of all radio listening is now through a connected device with 7% of all listening through a smart speaker while listening via a mobile device is at 3%.
  • For the younger 15 to 34 age cohort, 22% of all their radio listening is now through a connected device with a smart speaker accounting for 8% of all 15-34 listening, while listening through a mobile device also accounts for 8% of all radio listening for this audience.

 

Listenership Reports

The 2025 published Irish Audio Report which looked at total audio listening shows that live radio dominates. Music streaming has a 12% share of listening while YouTube Music and Podcasts have a 7% and 3% share respectively. Smart Speaker advertising (now in 45% of Irish homes) always worth considering. Ask us. 

(And remember we’ve great RTE Radio deals which you’ll see in our Radio section from the homepage! You’ll not buy RTE Radio for less anywhere – including from RTE!)

Various Lengths

Radio lengths are generally accepted as 15, 30 or 60 seconds long. 30 Second Radio commercials represent probably 95% of all Radio Commercial lengths as are costed in the radio section on the homepage (most Radio costs are therefore based on 30 seconds).

But the 30 second commercial is historical and remember, the shorter the commercial, the more spots/frequency so always consider 15 or 20 seconds too. 

Other lengths are not exactly pro-rata in cost terms and you can see a length cost converter in our ‘How Admatic works’ section if you want to use a different length. Shorter (10 or 15 second commercials) are of course, great for frequency (more spots).

Programme Spots or Packages

You can buy individual spots in particular shows, or, you can buy Packages or both (!).

Most Radio airtime is sold as a ‘Package’ (number of spots at one price and usually in groups of 14, 21, 28 and 35 spot packages).

Primarily there are two types. Prime Time Packages which feature prime broadcast times normally 7am-7pm and are consequently more expensive than Total Audience Packages (TAP) which have a wider broadcast time spread, normally 7am-midnight.

But you can bolster a package by selecting key high-profile spots in key shows notably on RTE Radio One for example. Always good if you need to advise an internal/trade audience to listen in to the start of the campaign by having a guaranteed fixed spot/s.

Value

Generally TAP (Total Audience Packages) offer better value but you can buy it all in the radio section on the homepage.

Our low prices are guaranteed as shown for bookings up to 12 months, so book now ahead at these prices because they will increase but we’ll always try to do even better for you and secure some extra bonus airtime where we can, after booking.

Airtime availability

Although less of an issue as such, there may be some issues around the availability of the particular spots you’re looking for, particularly at peak times or for specific programmes that can sell out.

Radio has really bounced back and we sell more Radio on this platform than any other media. But we’ll advise you if there is availability issues.

Sending us your commercial

Easiest just to upload them to the platform in your own private dashboard for free! You can then track and store you commercials.

Or, send them by email or WeTransfer to us (MP3 format best).

You may find our Create Advertising and Copy Clearance pages useful too.