The RAJAR Q3 2024 results are in, and they continue to underline the strength and resilience of audio as a channel in the UK. With radio listenership reaching a record 50.9 million adults, audio remains a critical medium for advertisers. This new milestone, an increase from the 50.8 million record in Q2, demonstrates the steady audience growth that brands can leverage to drive engagement and build connections.
Commercial radio’s share of listening fell slightly this quarter to 53.3%, down from 55%, while the BBC regained some ground with a 44.5% share. Yet, commercial radio’s weekly audience has grown to over 40 million, up from 39.2 million in the same period last year. This consistency proves that commercial radio remains a robust platform for brands looking to reach engaged audiences across the UK.
Digital listening continues its upward trend, now accounting for 32.8% of all commercial radio listening—a noticeable increase from 28.2% year-on-year. This surge reflects the importance of digital platforms as essential touchpoints for advertisers aiming to capture audience attention, particularly among younger and digitally savvy demographics.
The UK’s leading commercial stations continue to deliver significant reach. Heart, Capital, and Smooth have set new audience records, with Heart leading at 12.99 million, followed by Capital at 9.7 million, and Smooth at 7.7 million. These stations remain powerful tools for media planners seeking high-reach options to enhance brand exposure and connect with listeners nationwide.
Meanwhile, Bauer’s recent rebranding efforts for some of its stations under the “Hits” branding led to the network reaching its highest audience to date with 7.2 million weekly listeners. Hits Radio itself achieved a weekly reach of 4.6 million, highlighting its growing popularity among UK audiences.
Adding to Bauer’s success, Greatest Hits Radio continues its upward trajectory, with a year-on-year growth of 12.9%, bringing its weekly audience to 7.4 million. This expansion underscores the station’s appeal, particularly among listeners seeking familiar tunes and trusted personalities. Additionally, the Hits Radio Network boasts some of commercial radio’s most popular talent, with Simon Mayo leading the largest commercial drivetime show and Ken Bruce commanding over four million weekly listeners, making his show the most listened-to on commercial radio. These well-known figures provide brands with valuable opportunities to partner with personalities who already have strong audience trust.
The RAJAR Q3 2024 results reflect the resilience of radio and its adaptability within the evolving digital landscape. With radio attracting record audiences and digital listening on the rise, brands have a unique opportunity to connect with audiences across a broad mix of platforms and stations. From leading networks like Heart and Capital to Bauer’s expanding Greatest Hits Radio, the UK audio landscape offers diverse options for advertisers to create impactful campaigns and reach highly engaged listeners.
