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
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 8.9m to 8.2m, Kiss down from 3.5m to 2.7m. Capital though saw an increased reach to 6.5m from 6.3m, but still suffered a young audience fallout as did 1Xtra.
Younger audiences typically listen to more commercial radio than audiences over 45 – 69% vs 64%.
How and when audiences are listening
34% of radio listenership takes place across AM and FM stations, versus 66% in digital. Of the digital total DAB accounts for 43%, with online and in-app making up 18% – and DTV listenership accounting for 5%. Radio is listened to by 32.5% of consumers through the internet weekly.
Times have changed with the breakfast peak now at 10am instead of 8am and drive time peak duration lessened from 4-6pm to 4pm. This is undoubtedly how the pandemic has changed listener times…. Hybrid working and working from home has clearly impacted listener patterns. Certainly working from home means people are listening for longer and more intently.
RAJAR on a local level
Some great new here in Wales, Heart reaches 20% of the population in their TSA with a reach of 395,000, Nation Radio is closing the gap on Capital with a reach of 155,000 compared to Capital’s reach of 159,000 with Nation Radio having a 6.0 average hours per listener against Capitals 6.1. The smaller local stations faired well in their TSA’s too with radio Pembrokeshire having the highest reach of 30% followed by The Wave with 23%. And a 10.4% listening share.
To add to the positive outcomes of RAJAR, advertising spend on radio is forecast to grow by 18.6% this year, underpinning marketeers faith in utilising this platform to have their message heard
If you have any questions about radio advertising, contact our team today!