The latest audience listening figures (RAJAR*) confirm that Bauer Media Audio NI, (Cool FM, Downtown and Downtown Country) continues to maintain its stronghold as the number one commercial radio broadcaster in Northern Ireland.
Capturing the lion’s share of the market, Bauer’s three popular stations attract a combined total of 683,000 listeners. This represents an impressive 44% of all commercial radio listening across Northern Ireland.
Cool FM continues to hold the title of number one commercial station in the region, with 428,000 weekly listeners tuning in across its wide range of shows.
Whilst Downtown Radio displays a pattern of upward growth, cementing its position as the second choice for commercial radio with 293,000 weekly listeners.
The results can largely be attributed to the broadcaster’s unrivalled ability to gain a loyal audience in the region.
By using a multi-platform approach to achieve mass-appeal, Bauer Media has undoubtedly kept up with the ever-changing media landscape.
Regular features such as the ‘Cash Call’ have been hugely successful and have had a life changing impact on many, with over £1million paid out to local listeners over the last year.
Increased engagement on social media platforms such as TikTok and Instagram have also allowed the network to reach a younger digitally savvy demographic.
This strong online presence has been reflected through digital audience figures which confirm that 75% of local listeners who tune in to radio on a smart speaker are listening to a Bauer Media NI station. Equally, 75% of all Facebook likes for local radio stations belong to Bauer.
Stuart Robinson, Content Director at Bauer Media noted:
“Here at Bauer Media Audio NI we adopt the approach if it matters to our listeners, it matter to us. This means we’re always front and centre of what is going on. From live music festivals and gigs to the biggest sporting events in town – we’re there, for and with our listeners.
“As a station we understand the growing importance of having a presence across all social media platforms and over the past six months we’ve seen great engagement on our TikTok profile.
“Being seen at the top of our followers’ timelines as the first with breaking news, has also helped us cement our loyal audience, which is reflected through our listener figures this quarter.”