Commercial Radio's Audience Continues to Grow

Commercial radio in the UK is reaching more people than ever before. The latest RAJAR figures for Q4 2024 reveal that 40 million people are tuning in weekly. This marks a steady increase from 39 million in the same period in 2023 and 38 million in 2022, reinforcing the growing appeal of commercial radio.

The latest figures highlight a consistent year-on-year growth pattern throughout 2024, demonstrating the sector's ability to attract and retain listeners. One of the key trends driving this growth is the shift in how people listen. Online listening now accounts for 31.1% of all commercial radio consumption, up from 28.9% in Q4 2023. This significant rise reflects the increasing role of digital platforms in radio consumption.

The overall radio landscape in the UK remains robust, with a weekly audience of 50.2 million people, up from 49.5 million in Q4 2023. Commercial radio continues to extend its lead over BBC stations, now reaching 8.2 million more listeners—an increase from 7.8 million in the same quarter of the previous year. In terms of market share, commercial radio now commands 54% of total listening, compared to the BBC’s 44%.

Smart speaker usage is also on the rise, further influencing listening habits. For all radio, smart speaker listening now makes up 16.1% of total listening, up from 14.7% in Q4 2023. Commercial radio, in particular, is benefiting from this shift, with smart speaker listening accounting for 19.8% of its total audience. This growth can be attributed to broadcasters' continuous innovation, leveraging new technologies to engage audiences in more accessible ways.

How This Growth Benefits Businesses

The increasing audience numbers and the shift to digital listening platforms present a significant opportunity for businesses looking to grow their brand. With millions of engaged listeners tuning in every week, commercial radio provides an effective and reliable way to reach potential customers. Whether through traditional radio ads, digital streaming promotions, or smart speaker integrations, businesses can leverage commercial radio to build brand awareness and drive customer engagement.

How Rainmaker Advertising Can Help

At Rainmaker Advertising, we specialise in creating tailored advertising campaigns that maximise the potential of commercial radio. Our expertise in audience targeting, creative ad development, and digital integration ensures that your brand reaches the right audience at the right time. Whether you want to capitalise on online radio growth, smart speaker engagement, or traditional broadcast reach, we have the tools and strategies to help your business thrive.

The latest RAJAR figures reaffirm the strength and adaptability of commercial radio in the ever-evolving media landscape. With increasing listener numbers, a growing digital footprint, and continued technological innovation, commercial radio is set to remain a dominant force in UK broadcasting—and a powerful platform for businesses looking to grow their brand. brands

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