August 09, 2016
THE UNDENIABLE POWER OF RADIO
The publication of this quarter’s RAJAR report can leave no-one in doubt of the increasing and undeniable power of radio as a communication channel.
With almost 49 million people a week tuning in, the case for using radio as a key medium for delivering campaigns has never been stronger. Over a billion hours of radio is now being listened to every week in the UK, a massive figure that brings radio almost neck and neck with TV in terms of audience.
With increases in listenership across both the BBC and commercial stations, nationally and regionally, those working in PR and Communications can now, more than ever, make the case for including radio – whether speech led interview and packaged audio content or editorial competitions - as part of their on-going strategies.
Talk based radio stations have shown increased numbers since the same period last year – BBC Radio 4 had a 9% rise, BBC Radio 5Live’s audience reach rose by 10% and BBC Radio London was up by 7%.This could be down to a tumultuous couple of months in international and national news, however, as we are proving on a daily basis, strong coverage can still be achieved on speech stations when you craft the right package including the key ingredients of relevant and engaging spokesperson, insight and case studies.
Ford Ennals, CEO of Digital Radio UK said in the results: “The record breaking growth of 5.4% in digital listening has been prompted by the expansion of consumer choice we have seen this quarter with the successful launch of 16 new digital stations on the second commercial national DAB network – Sound Digital.” This broad variety of even more niche programming not only gives the listener the ability to pick and choose their programming based on their own interests but, offers comms teams the chance to be even more targeted in determining where their audiences are listening, resulting in an even better chance of campaigns resonating with their key demographic.
As well as seeing the traditional names doing well, it’s been particularly pleasing to see the new and relaunched brands also having sterling debut, including Virgin Radio and TalkRadio in particular. LBC secured an impressive 1.7m listeners and with their range of programming including the health and property hours, the opportunities for brands seeking to reach different target audiences have never been better.
Through this trusted, familiar yet evolving broadcast medium, with the variety of options available for securing exposure, those in communications can benefit even more from the unique and undeniable power of radio.