The latest figures from RAJAR, the joint industry currency for the audio industry, show that Brits listen to the radio for over one billion hours a week, with 50 million tuning in. Additionally, commercial radio’s lead over BBC stations continues to grow, now extending to a 55% share of all listening during Q4.
Much like other media channels, consumers are increasingly switching from linear to digital means of access, with online now accounting for a record 30% of listening, compared with 25% listening on AM and FM frequencies. Smart speakers, too, continue to be an essential part of many consumers’ lives, across all age cohorts.
The results show that, despite widespread fragmentation of media time, radio maintains its pride of place in most Brits’ media days. As commercial providers prosper, this provides excellent opportunities for advertisers to reach engaged audiences at contextual times of their day, safeguarding the role for brands in consumers’ daily soundtracks.
