Rajar Q4 2017. Who are the winners and losers?

The last quarter of 2017 Rajar results are out, illustrating a North V South success story in Wales.
North Wales has had a great performance with Heart North Wales up in reach and listening hours, Smooth North West and Wales has seen it’s reach increase by 13%.
Heart South Wales is down in reach and listening hours, although still holds the top spot with a 416,000 reach compared to Capital the next with a reach of 171,000.

Unfortunately Smooth South Wales didn’t have a good book, losing 38% of it’s audience and 33% of it’s hours!

Dragon Radio Wales has had it’s sixth successful Rajar results with a steady increase in reach up 50% this quarter and 80% up from the last quarter of 2016, with 27,000 listeners.
The independent station forerunner this quarter is Swansea Sound. On average its listeners now tune in for 10.7 hours per week, which has helped grow its hours by a whopping 50%.

UK Wide
Nationally, the Capital network is the second highest reaching network popular with a young and engaged audience. Overall, heart has had a good quarter in total listening hours, with Heart South West increasing it’s weekly audience figure to 391,000, up 6%
Digital radio share of listening is up by 1.1% to 49.9%. Commercially, digital share has risen to 51.6% compared to BBC’s 48.3%. This could be down to on-line and app listening as 26% of adults listen to radio via a mobile phone or tablet at least once a month.

In summary, Commercial radio continues to fulfil advertisers requirements for consistent performance and ROI. 90% of the population listen to radio, getting up close and personal for an average of 21.3 hours per week. With a broad diversity of listeners, radio still maintains it’s ability to deliver to wide audiences with a strong trust in the media.

If you want to include radio into your media mix or aren’t sure if you are using the right station(s) to deliver your campaign objectives then get in touch with us at The Media Angel. We’re here to offer impartial media guidance to ensure the best ROI on your marketing campaigns. standout@themediaangel  tel 02921 320200. #LoveMarketing.


Digital Radio continues to grow year on year


In an average week, digital listening accounts for 473 million hours; DAB has a 71% share of digital listening hours, DTV 11% and Online 18%

48.7 million adults or 90% of the adult (15+) UK population tuned in to their selected radio stations each week in the second quarter of 2016. This is up by approximately half a million adults on the same Quarter of the previous Year (Q2, 2015).


27% of adults – claim to listen to the radio via a mobile phone or tablet at least once per month. Up 6% year on year.

The share of all radio listening via a digital platform now stands at 45.3%. The digital share is comprised of DAB share 32.2%, DTV 5.1% and listening Online or App 8.0%. 39% of 15-24 year olds – claim to listen to the radio via a mobile phone or tablet at least once per month – Up 6% year on year.

With digital radio stations offering more choice of listening, the potential for businesses to advertise products to a more targeted audience is enormous. If you are interested in Radio advertising, call one of our team today on 02921 320200 or email [email protected]

Rajar Quarter 2 2016

Last week (4th August 2016) saw the release of the latest radio listening figures for Quarter 2 of 2016.

We have put together a brief overview of the top line stats from the last quarter:


  • Commercial radio now has more listeners than the BBC reaching 35.5 million listeners a week, this is 73% of all adults that are radio listeners(48.7 million)
  • BBC Radio 1 lost a million listeners and radio 4 hits a new high, 11.5 million adults.
  • The UK networked stations delivered high reach figures in the millions, Heart 8.9m, Capital Brand 8.5m, Smooth brand 5.6m, Kiss 5.5m, Absolute 4.3m.
  • The first set of figures have been released since the launch of the UK’s second digital multiplex, Virgin Radio had the highest reach with 409,000 listeners, Mellow Magic 380,000 listeners, TalkSport2 285,000 listeners, Magic Chilled , 233,000 listeners, Talk Radio 224,000 listeners.
  • The report also shows that 58.9% of the population tunes in digitally every week, with 45.3% listens via digital platforms.
  • 90% of the population tune in to radio every week


  • Heart South Wales continues to be the number one commercial radio station in Wales with 460,000 listeners tuning in every week!
  • Heart’s sister station, Smooth Radio, achieves its best ever result in South Wales adding an impressive 21,000 new listeners this quarter, now at 72,000 listeners per week.
  • Capital South Wales gained 19,000 additional listeners, reaching 189,000 listeners per week, however average listening hours are down to just 4.8.
  • Unfortunately it wasn’t such a successful Quarter for North Wales radio stations. Capital North Wales gained listeners, however Heart North Wales and Smooth North Wales both lost listeners.
  • Locally, Radio Pembrokeshire continues to achieve the highest weekly reach of 36 %, closely followed by The Wave with a reach of 31%.
  • Listening hours remain strong for Smooth South Wales with the average person listening for 12.4 hours a week and The Wave at 10.3 hours a week


  • Almost 6 in 10 adults aged 15+ are listening to radio via a digital platform in terms of weekly reach*. With 32 million people now tuning in to radio via a digitally enabled receiver (DAB, DTV, Online) each week.*
  • 59% of the population tune in to digital radio every week


If you need help in choosing the right radio stations  to use as part of your media mix, we are here to help. Just get in touch with experts from south Wales’s award winning Media Planning and Buying Agency at [email protected].

RAJAR Q4 what you need to know

The first week in February saw the release of the latest radio listening figures for quarter 4.

We have put together a brief summary of the most important points to take away from RAJAR from the last quarter:

There were listeners lost across the board in South Wales

Although Heart South Wales and Capital South Wales unfortunately lost the most number of listeners this quarter they still remain at the top in terms of weekly reach, still managing to reach 522,000 and 161,000 listeners each week respectively.

Despite what you might think, this is definitely positive news….

Especially for advertisers! The good news is that losses in listeners mean losses in premiums. We will still be able to reach huge numbers of the population each week on these stations, but now for an even more affordable cost. At least for the next quarter, advertisers will be able to maximise their budgets on these stations and enjoy a huge frequency of message which will aid generating response.

Local listening proved its worth.

Local radio stations such as The Wave, Radio Pembrokeshire, Radio Carmarthenshire and Bridge FM remained at the top in terms of percentage listening share last quarter.

Radio Pembrokeshire and The Wave had the highest percentage weekly reach of all stations in South Wales (36% and 32% respectively). Bridge FM (28%), Radio Carmarthenshire (25%) and Radio Ceredigion (21%) weren’t far behind.

Radio Pembrokeshire also recorded the highest number of hours listened; 10.6 hours on average per listener.

The Wave gained 1,000 new listeners this quarter and was the only radio station in South Wales to have increased its weekly reach.

Radio in North Wales increased in popularity and reach

Capital North West and Wales attracted an extra 19,000 listeners last quarter and Heart North Wales was close behind gaining an additional 10,000 listeners per week. Smooth Radio North West and Wales was also up by 8,000 weekly listeners.

By analysing these radio listening figures, we are able to see the most up to date trends in the market and consult on the most appropriate station for you to utilise in order to reach your target audience and achieve your campaign objectives.

Why should I advertise on radio?

If you need help in choosing the right radio stations as part of your media mix, we are here to help. Just get in touch with experts from south Wales’s award winning Media Planning and Buying Agency at [email protected].

Why choose radio advertising?

Radio often plays a central role in people’s lives, becoming a conventional part of people’s daily routines and is evidentially considered one of the most frequently used mediums of all time.

Radio reaches nine in ten adults each week, that’s 89.5% of the UK adult population, tuning in for 21.4 hours. These figures come from the findings in Ofcom’s latest Communication Market report 2015.

Regional success stats show that in 2014, radio services reached 94.5% of adults per week across Wales, making radio more popular in Wales than the rest of the UK. Audiences in Wales also listened to radio for the longest amount of time compared to all the other nations, at 22.4 hours per week on average (one hour more than the UK average).

This report also indicated a stark shift in listening patterns, finding that radio services which broadcast on AM (medium wave) now achieve a high proportion of their listening through a digital platform. Digital signals take up less space on the airwaves, meaning more stations are available for listeners and for advertisers. There are currently hundreds of regional and national stations in the UK catering to wide varieties of audience preferences and tastes which in turn delivers advertisers niche markets and special interest groups for more targeted messaging and minimal wastage. Choosing a DAB channel is also extremely easy for listeners who don’t have to remember wavelengths and frequencies but can instead just simply pick a station name.

Radio also remains a trusted medium source; advertisers can benefit from the emotional relationships listeners have with their favourite radio stations and presenters. RAB research has suggested for a long time that the community feel and commonality of content offered by radio means that levels of trust in the medium are high. Radio is often described by listeners as like a friend, or companion to them in many situations; unlike other mediums this unique position within the consumers ‘inner circle’ means radio holds an inherent advantage in terms of trust and brand advocacy.

Ofcom summarises that total radio industry revenue and spending increased by 3.6% to £1.2bn in 2014; suggesting that many businesses are becoming increasingly aware of the potential of radio and the many benefits it has to offer.

Radio is particularly effective for building frequency and repetition of messages for brands at a surprisingly affordable cost.

Get in touch with the team at The Media Angel to discuss how  radio advertising, including airtime, sponsorships and promotions can help grow your business. Experts in the all areas of advertising we can help incorporate radio into your marketing mix to deliver your campaign objectives.

Radio ad spend grew by 7.8% in 2014…

Research conducted by RadioWorks has delivered some exciting predictions for radio advertising in 2015. Where radio saw a healthy 7.8% growth in ad-spend last year, a rise of 5.7% is predicted for 2015.

These strong increases in spend are explained by digital audio service’s rising popularity among audiences, with reach figures last year escalating twofold in the space of just 18 months! 12 million unique listeners were reached by audio services in the spring of 2014, and this is expected to rise to 20 million at the start of 2015.

According to reports conducted RAB, brands using radio get their money back nearly eight times over on average!

Such data proves that advertisers are recognising the potential of radio’s significant scale and influence; allocating larger chunks of their marketing budgets to the medium and enjoying maximised returns. With one of the lowest levels of advertising avoidance, radio allows marketers to reach out to millions of new customers as well as current, existing consumers with essential messages at key activity moments across the day. Radio ads are so frequent and high in reach that a brand can create a disproportionately large share of mind for itself.

The time is now to realise the potential in radio advertising investments; January is the perfect time to connect with open-minded, fresh thinking listeners.

Contact The Media Angel today and get started on your plans to make the New Year your most successful yet.

More people in Wales listen to radio than any other UK nation

If the latest figures from Ofcom’s communication market report are anything to go by, radio should really be considered an important part of your advertising plans, particularly for advertisers wishing to reach a high percentage of adults in Wales.

The radio reach figures for Wales appear to be extraordinarily high, with services reaching 95.4% of the adult population! These massive figures accompanied further impressive statistics to show that Welsh audiences also tuned in for longer listening hours than any other of our UK counterparts. South Wales based stations in particular are reaching large numbers of the population, with Capital for example reaching a massive 98,000 listeners between the ages of 15 and 34 every week. Similarly, South Wales’ Nation Radio has a considerable weekly reach of 173,000 listeners, accruing a total average of around 688,000 listening hours for every week.

These figures no doubt suggest that radio should be a vital element in your marketing mix, if you aren’t making use of this medium and its benefits already. We Angels know that radio advertising can sometimes be costly, and when the purse strings are little tight, plans to make use of those airwaves might be first to face the chop.

However, with the right mix of creativity and innovation, and with the potential to reach huge numbers of the population, radio advertising could potentially produce great returns on that investment.

As always the Angels are on hand to make sure you make the most of your marketing potential, and can help with your plans to identify the perfect mix of media for your campaign.

With the largest increase in DAB radio set ownership over the past year, perhaps there has never been a better time to advertise over the airwaves in Wales. Improvements in DAB coverage are likely to have encouraged these increased figures in DAB ownership and reach. Perhaps it’s time to make the most of these exciting developments and incorporate radio into your marketing mix! Get in touch.

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