Cool FM extended its lead over BBC Radio Ulster as Northern Ireland’s biggest station, new industry monitoring data suggests.
The latest Radio Joint Audience Research (Rajar) showed Cool FM increased its weekly audience reach to an estimated 538,000 of the population in the second quarter of 2024, some 95,000 more than BBC Radio Ulster, which reached an audience of 443,000 in the same period.
Radio Ulster’s total audience share in the north slipped two percentage points to 28% in the second quarter, behind Cool FM on 34%.
The industry research suggests Radio Ulster lost 19,000 listeners in the second quarter of this year, although it was slightly up on the 439,000 it had in the same quarter from 2023.
The latest Rajar data also suggests Cool FM has overtaken Radio Ulster for the first time in the total hours people spend listening.
Rajar said the Bauer Media-owned station averaged 5.1 million hours per week during the second quarter, compared to 4.9 million hours for Radio Ulster.
Cool FM also reached the largest morning audience between 6am and 10am).
Q Radio secured its status as the biggest disruptor in the Northern Ireland radio scene, with its reach increasing to 378,000 in the second quarter of 2024.
That was 94,000 (33%) up over the year.
The station, which is owned by The Irish News’ parent company, IntoMedia, reached 24% of the north’s population in the last quarter, according to Rajar.
IntoMedia’s deputy chief executive, Sinead Cavanagh, said: “Having once again increased our listenership to its highest level for the second consecutive period, it demonstrates not only our ambition to grow, but our commitment to our 378,000 weekly listeners across Northern Ireland by providing them with a station they love.
“These impressive results highlight the success of our programming and promotional strategies, and we are excited to build on this momentum as we move into the second half of 2024.”
Downtown Radio, which is also owned by Bauer, had a 20% audience share, according to Rajar, with its weekly reach growing by 4.7% in the latest quarter to 312,000, while Downtown Country had an 8% share, the equivalent of 124,000 weekly listeners, which was 19% down over the year.
Meanwhile, U105 had a disappointing second quarter, with its weekly audience reach slipping by 3.6% to 215,000, which was 17.6% down on last year.
BBC Radio 1 (15%) and Radio 2 (16%) also retained a strong audience reach in the northern market.
Established in 1992, Rajar is jointly owned by the BBC and Radiocentre.
Its research is primarily based on household surveys, with those taking part asked to complete a listening diary.
