RTÉ Radio 1 fights back: Proving that emotionally connected listeners drive advertising impact

RTE Radio 1, an Irish radio station, launched a campaign in Ireland to provide a detailed understanding of the current and future needs and behaviour of radio listeners and provide evidence of the effectiveness and value of advertising on the station.

Summary

RTÉ Radio 1 is a national Irish radio station operated by RTÉ, the public broadcaster of Ireland. While focusing mainly on speech-based programming, their offering includes music programming too, and they have been broadcasting regularly since 1926.

Radio 1 needed to develop a strategy for the brand (to increase appeal and extend reach) and for advertising (to prove the value of the Radio 1 channel to drive sales). This needed to be based on robust and comprehensive data collection and analysis to truly drive impact in listenership and ad revenue levels.

RED C created a bespoke research programme that...

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