It’s RAJAR data release time. As always, you can delve right into the vast amount of raw data, or better still just stick around here for the highlights.
The overall picture remains very healthy, with 89.3% of the population of the UK, that is 47.8 million adults tuning in to their favourite radio stations each week in this quarter. Throughout this quarter, the average adult listener in the UK consumed 21.3 hours of live radio a week.
Digital radio continues to increase its share of listeners, with the share of all radio accessed through a digital platform now standing at 39.6%, an increase from 36.6% on the first quarter of last year.
Another interesting fact that jumps out from the data release (and one that fits neatly into our integrated media narrative) relates to social media: this quarter saw 44% of 15 – 24 year old Social Media users claiming to receive updates about their favourite Radio Station/Presenter.
Commercial Radio as a whole increased its reach by 3.3% compared to the same quarter last year, with over seventeen million adults listening to a station for at least 5 minutes in an average week. And there are some real standout performances within that whole. Absolute Radio performed incredibly well YoY, with Absolute Radio Classic Rock and Absolute 80s seeing an increase in reach of 37.6% and 36.2% respectively. Elsewhere Kisstory ran up an impressive 21.2% increase in reach on last year.
In London, although Magic remains the most listened to station, with one million nine hundred and eleven thousand adults tuning in each week, Kiss (London) continues to chase with a 2.3% YoY increase and one million eight hundred and eighty three thousand adults tuning in each week.
As per the last quarter (Q4 2014), Total Global Radio UK (including Real, Smooth, Heart , Classic and Capital stations) continued to dominate the field with an average of 21.1 million listeners, down from 21.2 in the same period last year.
Radio remains, and as far as we are concerned will do so for a long time to come, a key part of the media mix for many of our clients. With such a large percentage of adults tuning in every week, no matter what demographic we are trying to reach radio will likely provide an opportunity to do just that. For more information about any of the above, or to discuss how radio advertising could work for your organisation, get in touch!