Interestingly, it also shows changes in how radio was consumed. Understandably Covid-19 restrictions have led to a reduction in “in car listening” with 48% saying they were spending less time listening in the car. With a massive cohort being confined to their home, the poll also found significant numbers listening at home - 72% say they spent more or the same amount of time listening to radio at home on FM or DAB. As our homes become more and more connected, mobile devices and smart speakers are being used by radio listeners with 43% and 29% respectively saying they spend more / same amount of time listening to radio on these devices. So, radio matters, now more than ever.

In this engaging session, we will demonstrate with concrete examples how meaningful partnerships between radio and your clients can create best in class 360 radio solutions to deliver growth for your clients. While Spot advertising continues to be king, we will also outline how the combination of the many strengths of radio, as a medium in qualitative terms, can bring about impressive results for you and your much valued clients. #TrustRadioChooseRadio

Neil Mac Dermott is Head of Sponsorship & Solutions at Media Central. Media Central is home of some of Ireland’s best known media and entertainment brands and is responsible for all commercial agency business for brands including TodayFM, Newstalk, 98FM, Spin1038, Beat, iRadio NE, iRadio NW, Spin Southwest & Classic Hits, and Off The Ball. With over 15 years in the audio and digital business, Neil was involved in the creation of Media Central in 2014 and has been instrumental in building the Solutions offering across the Media Central portfolio that has seen Media Central deliver creative solutions that resonate with both brand and audience. With a strong commitment and passion for creative commercial content, Neil has overseen multi award-winning partnerships with clients such as AIB, Coca-Cola, Heineken, Jameson, Universal and Vodafone.