August 02, 2017
RAJAR Q2 RESULTS: RADIO IS TURNED UP TO 11!
Radio listening is more popular, more personalised and more digital than ever. The latest RAJAR results paint a compelling picture of the nation’s listening habits, how the radio marketplace is benefitting from the digitisation of content and why half a million more people are tuning in each week, compared to this time last year.
49.2 million adults, that’s 90% of the UK adult population, are tuning in each week, listening to an average of 21 hours of live radio each. Increasingly, this is via a digital platform, with 6 in 10 of us now tuning into digital radio every week. Digital listening now accounts for 48.7% of all listening in the UK and we predict it will become the majority within the next 6 months.
For years, radio presenters have been taught to broadcast as if they are speaking to an individual and that’s never been more relevant, with 27% of adults now listening to radio via a phone or tablet and 9 million adults listening to radio via earphones, making it even more of a personal experience.
We cannot ignore a huge spike in listenership for BBC Radio London, which registered a staggering 88.7% increase in audience figures quarter on quarter. A potential reason for this could be the major news events that occurred in London during this quarter of measurement, which highlights the importance of local radio for news, information and reassurance.
Other notable BBC stations that have registered audience increases include BBC Radio Merseyside and BBC Radio Wales, registering a 10% and 9.4% increase respectively. As for commercial radio, special mention needs to go to our friends at the LBC Network, talkRADIO and JAZZ FM, who all achieved impressive audience gains.
The data also shows that 44% of 15-24-year-olds who use social media claim to receive regular updates about their favourite radio station or presenter, highlighting the convergence of the two media. As well as youngsters, 31% of adults claim to follow the same pattern.
To learn more about the success stories in your region and how to leverage the increasing power of radio, please feel free to contact one of our consultants. We look forward to speaking to you soon.