Radio: Trends to watch

14 Nov

The dust has settled on the grand unveiling of the Q3 RAJAR results last month and after a period of reflection our Radio Experts have been analysing the data in more detail.
Whilst some in the media feel that it was a very uninspiring set of results, there are two particularly interesting trends we’ve spotted that are worth noting.

BBC vs Commercial Radio
Whilst the BBC continues its listening share dominance (53.6% vs 43.7%), commercial radio is now snapping at Auntie’s heels and reaches over 34 million adults every week – only 44,000 behind. This is the smallest gap since 2005 and follows the trend from the last four RAJAR waves.

Digital Listening
Radio listening via digital platforms continues to rise and is now at a record share of 37.8%. The UK has finally reached the level where the majority of new cars now have digital radio as standard. This coupled with a 45% year on year increase on the number of adults listening via a mobile or tablet at least once a month (now 1 in 5) means things are indeed looking rosy for DAB stations. There are already four commercial digital stations with audiences close to one million. Advertising on these stations can be particularly effective especially as digital radio listeners are 19% more likely to notice adverts on the radio.

In 2015, a second national digital multiplex begins broadcasting offering another ten national stations, increasing the DAB national footprint from 72 per cent of homes to 90 per cent.

With a wider choice of stations, overall radio listening should increase and this growth will help the commercial radio industry continue to compete even more effectively with the BBC, offering  an enhanced range of opportunities for advertisers.

To find out more about advertising effectively on analogue or digital commercial stations, get in touch now.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising. tim.cowland@radioexperts.co.uk. @timcradioexpert

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