Radiocentre Ireland has reported that commercial radio advertising revenue across the country rose by 4.3 per cent during the third quarter of 2026, with the sector’s total income surpassing €118 million in the first nine months of the year. The trade body representing commercial radio broadcasters announced the year-on-year increase of 1.5 per cent on 6 November 2026, highlighting renewed confidence in the medium as both direct advertisers and media agencies increased their spending.
Key facts
- Digital audio revenue surged 28 per cent to €7.3 million during the first three quarters of 2026
- Branded content revenue, including sponsorships and partnerships, increased 4.7 per cent to €23.3 million
- Direct advertiser spending rose 3.6 per cent to €34.8 million, while media agency revenue grew 0.7 per cent to €83.4 million
- Spot advertising revenue totalled €87.6 million, down one per cent year-on-year but improving on the first-half decline of 2.1 per cent
Digital Audio Leads Sector Expansion
Digital audio has emerged as the fastest-growing revenue stream for Irish radio broadcasters, with income climbing 28 per cent to €7.3 million in the nine-month period. Revenue from digital audio advertising placed through media agencies increased by 26 per cent, while direct digital audio revenue expanded by 36.1 per cent. The performance underscores a broader shift in how advertisers engage with audio content, extending beyond traditional FM and AM broadcasts to include streaming and podcast platforms.
Branded content also demonstrated robust growth, with revenue from sponsorships, partnerships and integrated content solutions rising 4.7 per cent to €23.3 million. Agency investment in branded content climbed 7.5 per cent, reflecting advertisers’ growing interest in creative commercial opportunities within the business and media landscape.
Agency and Direct Advertiser Contributions
Direct advertiser revenue increased by 3.6 per cent to €34.8 million, while media agency revenue posted a more modest gain of 0.7 per cent to reach €83.4 million. Spot advertising, the traditional workhorse of radio income, totalled €87.6 million, representing a one per cent year-on-year decline but marking an improvement on the 2.1 per cent drop recorded during the first half of 2026.
Ciarán Cunningham, chief executive of Radiocentre Ireland, said the third-quarter performance provided encouraging evidence of positive momentum building across the sector. “Revenue increased by 4.3 per cent in Q3, with both agency and direct advertiser revenues contributing to the overall growth,” he noted. “Digital audio continues to be a particularly exciting growth area, with revenue increasing by over 28 per cent this year. We’re also seeing continued growth in branded content, demonstrating that advertisers are increasingly taking advantage of the range of creative and commercial opportunities available across radio and digital audio.”
Cunningham emphasised that radio offers advertisers a powerful combination of mass reach, trusted content and proven advertising effectiveness. The continued investment in the medium, particularly across digital audio and branded content, signals its sustained importance to advertisers despite a competitive wider advertising market, he added. The results provide encouraging momentum for Irish radio as the sector moves into the final quarter of 2026.
Reporting based on original coverage by Business Plus.