Tory, our Senior Media Manager, shares her insights from this month’s PANI Business Breakfast with Ofcom, highlighting:
- The significance of local content in connecting with Northern Ireland audiences
- How understanding these media habits enables Ardmore to develop innovative strategies that effectively engage our Clients in a complex media landscape.
The Ofcom Media Nations report offers a fascinating insight into the media habits of viewers and listeners in Northern Ireland, revealing a strong preference for content with a local flavour. Whether it’s television programmes like Blue Lights or local radio stations, Northern Ireland audiences consistently engage with content that reflects their own communities and experiences.
In an increasingly crowded media landscape, it’s clear that local content continues to resonate deeply with Northern Ireland audiences, even as the variety of available media choices expands.
Television: local drama and sport captivate audiences
Local programming remains a major draw for Northern Ireland viewers. In fact, Blue Lights, the Belfast-set police drama, topped the list of most-watched programmes in 2023. The show attracted 378,000 viewers for its first-ever episode, replacing Channel 4’s Derry Girls, which held the top spot in 2022 with 495,000 viewers.
Northern Ireland’s love of sport also featured prominently, with rugby matches making a strong appearance in the top ten. UTV’s coverage of Ireland vs. England in the Six Nations Championship took the fourth spot, while Ireland’s narrow defeat to New Zealand in the Rugby World Cup quarter-final came in sixth. Despite the heartache of that quarter-final exit, these viewing figures demonstrate the emotional pull of local and international sport.
Radio: Northern Ireland’s love affair with local stations
Radio continues to play a significant role in Northern Ireland’s media landscape, with two-thirds of adults (67.1%) listening to local commercial radio at least once a week. This is higher than the figures for England, Scotland, Wales, and the UK as a whole. Additionally, just under three in ten people (28.6%) tune in to BBC’s nations/local output.
BBC Radio 2 was the only UK-wide station to feature in the top five most-listened-to stations across Northern Ireland, showing that while local content reigns supreme, there’s still room for broader UK-wide programming.
News: a high appetite for local news
When it comes to news consumption, Northern Ireland residents have a stronger appetite for local and regional news than their counterparts in other parts of the UK. According to Ofcom’s report, 53% of people aged 16 and over watch nations/regions news every week, compared to 40% for the UK overall. Television remains the dominant source of news about Northern Ireland, with BBC One and UTV leading the charge.
For those seeking radio news, BBC Radio Ulster/Foyle is the go-to source for 19% of Northern Irish listeners, while 15% use Facebook for online news about the region.
Ardmore’s approach: media planning & creativity in action
Tory explains:
“The Ofcom Media Nations report highlights the increasing complexity of the media landscape, meaning advertisers are faced with an abundance of media choices, making achieving attention increasingly challenging. At Ardmore, our approach is to combine data-driven media planning with creativity, delivering innovative and effective media solutions that meet our Clients’ objectives and exceed their expectations by capturing attention.”
In a world where media choices abound, Ardmore stands out by leveraging the power of both data and creativity to craft media strategies that truly connect with audiences.
Exploring local media opportunities
The Ofcom Media Nations report reinforces the importance of local content in connecting with audiences in Northern Ireland. If you would like to learn more about how your brand can tap into the unique opportunities presented by local media, please get in touch with our team. Our staff are always on hand to help you navigate the evolving media landscape and find the best ways to engage with your target audience.
