The Rajar results for the second quarter of 2019 show that digital’s share of radio listening is up to 56% of the UK population, and found that 48.8 million adults, or 89% of the adult UK population, tune into a radio station each week, representing around 1.015bn listening hours.

Responding to the results, Martin Vinter, Managing Director for UK and International Media says:

not surprisingly, we have seen that brand marketers are planning on increasing their programmatic audio spend, with many keen to generate targeting efficiencies and take advantage of data insights.”

The four most important attributes for marketers in this medium are:

targeting, return on investment, triggering a positive emotional response and building brand salience.” Research from Ebiquity found that “radio is often undervalued on these and other key dimensions versus to other media lines”.

To read the article in full in The Drum, please click here.

First featured on 01/08/2019.