Broadcast PR - Markettiers


THE LATEST RAJAR RESULTS ARE MUSIC TO OUR EARS

August 02, 2018

THE LATEST RAJAR RESULTS ARE MUSIC TO OUR EARS

Just days after the latest Advertising Association/WARC Expenditure Report revealed radio is the fastest growing medium, with its 12.5% growth putting it ahead of the entire market including the internet, the latest RAJAR results out today are further evidence that radio is in rude health.

Just days after the latest Advertising Association/WARC Expenditure Report revealed radio is the fastest growing medium, with its 12.5% growth putting it ahead of the entire market including the internet, the latest RAJAR results out today are further evidence that radio is in rude health.

They reveal 89% of UK adults (48.8m) tuned in to an average of more than 20 hours of radio each week in the second quarter of the year. The most popular locations for listening continue to be the home (70% tuning in here), the car or whilst on other forms of transport (64%) and at work or elsewhere (24%).

When compared to the latest national newspaper ABCs these figures show starkly contrasting fortunes for the two mediums. Whilst newsprint sales display a long term downward trend, particularly in the popular and mid-market sectors, radio reaches almost as many people as it ever has (just 327K down on Q1 2018).

The Audio Revolution will be Televised

In an average week, digital listening now accounts for more than 500 million hours across the UK. Whilst DAB unsurprisingly contributes the lion’s share (72% of all digital listening), 47 million hours of radio a week are now listened to via Digital Television (DTV).

As noted in this blog previously, media convergence is one of the main reasons for radio’s continued mass appeal. These latest figures back this up further, revealing 1 in 4 (26%) UK adults now listen to live radio via a smartphone or tablet at least once a month. This rises to more than one in three (36%) 15 to 24 year olds.

Sounds Like a Winner

Our congratulations go out to BBC Cambridgeshire(43% increase quarter on quarter),BBC Lancashire (up 42%), BBC Cornwall (up 16%), Northsound 2 (24% up), Clyde 2 (15%), Jazz FM (14% up) and Central FM (11% up) who showed some of the biggest audience gains quarter on quarter. Whilst we continue to applaud the success of BBC Radio 2 (14.9m), BBC Radio 4 (10.6m) and BBC Radio 1 (9.2m) who maintain their positions as the most popular radio stations in the UK.

It will be interesting to see what impact the heatwave has on the next quarter’s results but for now, let’s make hay whilst the sun shines and capitalise on the enduring popularity of and trust associated with radio. For more information on how, do feel free to get in touch.

Dan Stainsby, markettiers

PRCA Broadcast Group Chairman


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