Radio listening audiences continue to rise and remains one of the most far reaching and influential broadcasting platforms available.
Recent data from RAJAR (Radio Joint Audio Research) shows that in the last quarter of 2022, 89% of the adult population of the UK tuned into their favourite radio stations on a weekly basis. That’s an audience of 49.7 million people, listening to the radio for more than one billion hours a week, at an average of more than 20 hours per person per week.
It’s also worth noting that a majority of listeners are now using digital means such as smartphones, DAB or smart speakers to tune in. The majority of listening takes place at home.
One key aspect to consider for anyone who is managing a broadcast PR campaign is to understand audience listening habits – including where the audience is receiving the broadcast.
For example, if the show that the broadcast is scheduled for is in the morning on a Saturday, a percentage of the audience might be at home listening in the kitchen – so that could be a great time to talk about the latest kitchen technology. The ability to be flexible in targeting specific audiences and their listening habits provides an advantage to anyone running a broadcast PR campaign.
Radio has adapted to the changing media landscape by embracing digital technologies, with many stations now broadcasting online or through mobile apps and using social media to engage with listeners.
Although television has an advantage over radio as a broadcast medium by offering a visual element, radio still maintains an intimate feeling. Television can lend itself to a shared viewing experience, but radio can have a more personal and flexible feel to its programming.
Live radio coverage is common, providing a sense of familiarity and interaction – and, for a broadcast PR campaign, radio is more accessible than television.