After 18 months, RAJAR has returned with interesting data highlighting a consumer listenership shift due to the pandemic and a new way of measuring audience figures. We have collated a few highlights and top-line figures for you. RAJAR measuring methods These were conducted via an app running that identified radio stations by matching exposure to a stations audio output rather than face to face data gathering Radio Audiences This RAJAR shows that 89% of the UK population (15 yrs.+) is reached by radio each week. Commercial radio reaches 66% of the population per week, for an average of 8.6 hours a week. 62% of the population is exposed to BBC radio per week – 72% of over 45s and 50% of under-55s BBC Radio 2 accounts for 26% of all listening per week, with BBC Radio 1 following at 15%. Global accounts for the highest amount of listening across its various stations, with 23.5% market share. Listening hours across its radio network grew 5% year on year versus Q1 2020, and now stands at 236 million hours. Decline in younger audiences Results show a decline in younger audience listenership despite DAB and other digital formats now accounting for well over 60% of total listenership. There were 6.6 m young listeners in 2016 versus 5.9m this RAJAR. In the last five years 15-24s have reduced their radio listening by 40%. Between now and the last RAJAR, the drop’s been 17%. This audience is listening to less radio stations. In 2016 they listened to 3.4 stations versus 2.8 now. Youth stations targeting 15-24’s are losing reach… Radio 1 reach dropping from...
Find out more about advertising on radio. 1. Radio is moving In the past, you probably mostly listened to the radio in the car, or in your kitchen. But with the expansion of smart speakers like Alexa and Google Home, and radio apps, you can listen to radio anywhere. In fact, 50% of all radio listening hours are now through a digital device such as a smart speaker. 2. Online music streaming is becoming more popular Music streaming services like Spotify and Apple Music are increasing their reach, offering music on demand. These account for 8% of all audio listening, and 29% among 15-24 year olds. Advertising through an online platform such as Spotify is a great way to reach a younger audience, you adverts can reach them through mobile devices, tablets and desktop. 3. Podcasts are back Podcasts are gaining in popularity as more content providers seek to offer bespoke content or repackage previously-broadcast content. By advertising via podcasts, you can target your advert to people who are interested in a particular topic, for example an advert for a gym would be played to people who listen to health podcasts. 4. Radio is resilient Despite the increase in competition for audio time, radio continues to maintain its reach of nine in ten adults in the UK. Three-quarters of all audio listening is to live radio, and although this drops to 36% for 15-24 year-olds, it is still the audio source with the highest proportion of listening hours. 5. Get your advert listened to by the right people We can help you ensure your advert is heard by the...
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.