Data shows the future of radio
There’s a lot to be said about how our media habits have changed during a global pandemic, but it’s harder to do so when we don’t have the data to tell the stories.
For the past 18 months, the radio industry has been withheld from Rajar data; the research and trading figures that reveal how, where and when people are listening and the changes of tune affecting us all in the marketing world.
But luckily for us and our partners, these days are over. With Rajar data hot off the press, we caught up with our friends over at Radio Experts to hear the lockdown lowdown and where radio is heading in the future.
So how did radio shape up?
The short answer is brilliantly! Radio now reaches 89% (49.5m) of the UK population each week who listen for an average of 20.4 hours, but most encouragingly commercial radio is reaching a record 36.8m each week; this is 500,000 up on the last set of Rajar figures (Q1 2020). Commercial radio now also has a 2.2m lead over the BBC, demonstrating reward for its continued investment in talent, branding and new stations.
How we listen
The data has also shown that there have been some significant shifts in how we listen to radio. 74% (41m) say they tune into digital radio (DAB, DTV, Online or App) each week. Overall, digital listening share is now up to a record 66%, with DAB listening accounting for 65% of all digital radio consumption. Traditional AM and FM listening now makes up just 34%. Staying with the digital theme, 48% of people claim to listen to radio via their smart speaker each week and recent Ofcom research shows that listening to audio is the most common use for these devices. It goes to show that radio, and audio in general, is at the heart of the household.
Where we listen
As expected, there have been some significant shifts in the locations where we consume radio. The home accounts for most listening with a share of 65%, up from 60% pre-lockdowns. In-car listening is at 21% (down from 24%) and workplace at 14% (down from 16%). Road traffic is still slowly returning to what it was and we are yet to know whether it will fully resume, but the rise of home and hybrid working has provided a clear catalyst for increased digital consumption within the home.
What we listen to
Heart remains the biggest radio network in the UK, reaching 10m people every week. Classic FM has grown its listening hours to 8.6 per head to achieve its largest share for 15 years. Bauer’s acquisition strategy has seen it grow its Greatest Hits brand to a reach or 3.2m per week and their Hits network of stations now has a larger share of listening than the Heart network. Perhaps most impressive are the results for the talk stations, LBC in particular – which is now reaching over 3m per week with extremely strong listening hours, proving that commercial radio sits firmly at the heart of current affairs.
There were also results for a few new stations. Times Radio, the Wireless Group/News UK joint venture, is reaching 637,000 each week, and Boom Radio, the new national DAB targeting the baby boomer generation is reaching 233,000 every week. Both stations should be delighted with these figures, although Times Radio, especially in the face of LBC’s stellar performance, will be a bit disappointed with their average hours of 5.5.
So, is it all good news? Well, nearly. There is an area that radio will be monitoring with a slight sense of concern, and that is namely the 15-24-year-old market. Amidst increasing competition from podcasts, and in particular music streaming platforms, listening amongst younger audiences has been in a slow but gradual decline over the last 5 years and this set of data didn’t buck the trend. BBC Radio 1 and Kiss both saw declines in reach and whilst Capital maintained a strong 7.6m reach, its listening hours continue to hover around a relatively small 5 hours per head. Continued brand, platform and product innovation will be key in ensuring growing engagement with this audience. The restart of the event space will be one area that stations will be looking to exploit.
The overall picture for radio is extremely positive. During the pandemic, radio has offered companionship via recognised brands, voices, music and has been rewarded with an amazing set of listening figures, particularly in the commercial sector.
Radio isn’t going anywhere.
Radio Experts
Guest contributor
