LIVE OR CATCH-UP, RADIO IS PERSONAL
Radio remains one of the most trusted media channels. Ofcom’s Media Nations report highlights that people trust radio more than most other media forms, with listeners viewing presenters as credible voices in their daily lives. The credibility this lends to audio advertising is palpable.
While listening continues to shift online, record numbers of people tune into radio weekly, and average listening time is up year on year. Live radio listening via a radio set is still the most popular form of audio in cars, but smartphone connectivity and access to streaming services are also important.
The podcast industry has grown by +70% in the last 5 years but is now close to saturation point for consumers. The podcast advertising model is not yet mature but when podcasts transmit on radio, they achieve a ready audience.