The figures are in, and RAJAR has disclosed a wealth of information that maintains radio’s reputation as a powerful media outlet. 90% of the UK are tuning into stations nationwide, making this one marketing opportunity that you can’t afford to overlook. With an increase of 340,000 listeners from Q4 of 2011, the final quarter of 2012 boasted a grand audience total of 47million – 38% of which were tuning in through digital devices.
The average individual’s weekly time spent listening to radio totalled 22.1 hours – meaning that Britain as a whole consumed a staggering 1.04 billion hours. 48% of adults have now used a digital radio, and mobile phone listening is on the increase, making digital platforms an additional and valid space to place your brand.
The BBC retained its grasp on the public, with the average listener dedicating 16.3 hours a week to the broadcasting network. As BBC Radio 1 declined, BBC Radio 2 experienced an upsurge, and BBC 6 Music became the most popular internet-only station – overtaking Radio 4 Extra.
As Absolute Radio’s Clive Dickens packs his bags for Australia, he can be comforted by the news that the Absolute network was up 12% on 2011, averaging at 3.3million listeners. Bauer media, favourites to buy Absolute Radio, demonstrated a continuing success with their Magic FM station as it remained in the spot of London’s preferred audio space. Their regional spots like Glasgow’s Clyde 1 and Manchester’s Key 103 also kept figures rising for the network.
Despite being London’s second largest commercial contender, Global Radio’s Capital received a hefty 12% decline from 2011 figures – even though it claimed the position of most popular London breakfast show (BBC Radio 2 claimed the title nationally) – and the network’s Heart also became a slightly more scarce listening territory. Luckily, their pending family member Smooth Radio was on a 12.7% escalation and their very own Classic FM and XFM London showed small but positive shifts.