Ciarán Cunningham summaraised the agenda for Sounding Out 2025 which included discussions on the future of media planning, the impact of AI on human creativity, the role of behavioural science in marketing, attention to advertising and how it is measured, including new Irish research on attention to audio, return on investment metrics for audio—particularly digital audio—innovation in car listening, and forthcoming developments in JNLR research. The event also featured the latest insights from Ipsos, highlights from the Irish Audio Awards, and a panel of industry leaders exploring the future of audio in Ireland.

Before delving into these sessions, Ciarán contextualised the discussion by emphasising the strength of audio in Ireland. Every weekday, 3.5 million people tune into audio content—a number that continues to grow year on year. This enduring strength, the speaker explains, rests on three core pillars: Reach, Resonance, and Results.

Reach: Broadcast radio remains the dominant force in the Irish audio landscape, even as it coexists with streaming and podcasts. These platforms don’t just compete—they complement each other to grow total audio listening. Among platforms that carry advertising, broadcast radio commands an overwhelming 87% share of listening, whether via FM or IP devices. By contrast, YouTube accounts for 5%, and podcasts and streaming services each represent around 4%, underscoring radio’s unrivalled scale and reach.

Resonance: Radio continues to have a unique emotional connection with Irish audiences. Recent weeks, Ciarán notes, have demonstrated how radio remains central to public conversation—regularly featured across media outlets. Its warmth, authenticity, and ability to make listeners laugh, reflect, or even cry fosters a deep emotional bond, setting it apart from other media.

Results: The event showcased new findings on attention and return on investment for audio advertising—further adding to Radiocentre Ireland’s growing body of research demonstrating audio’s effectiveness in driving real business outcomes. The speaker highlights that extensive evidence already exists on the organisation’s website showing how audio helps brands achieve measurable success.