The latest report from RAJAR has revealed that 89% of UK adults tuned into their selected radio stations each week in the third quarter of 2018.
This brings the total average number of weekly hours listened to the radio for this quarter to 1.026 billion.
Furthermore, 27% of adults claim to listen to live radio via a smartphone or tablet at least once per month. 70% of all adult’s radio listening takes place at home, 63% whilst on some form of transport and 25% listen at work or elsewhere.
It is perhaps a channel that can be overlooked in PR strategies with more and more people focusing on social and digital media or press coverage. This consistent trend* in radio listening means that to get your client’s messages heard, radio needs to be a part of what you do.
But, it doesn’t just stop at listening. 32% of adult social media users and 44% of 15 to 24-year-old social media users claim to receive updates about their favourite Radio Station or Presenter. So, to disseminate messages further, getting your news on their online channels too is a great way to reach your audience.
Radio is still listened to and is still so important.
*Compared to Q3 in 2011-2017, the percentage of adults listening to radio each week has ranged between 89.1% to 90.7%
RAJAR stands for Radio Joint Audience Research and is the official body in charge of measuring radio audiences in the UK. It is jointly owned by the BBC and the Radiocentre on behalf of the commercial sector.