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The Target Audience for Radio includes people who commute, listen to a specific station or genre of music, prefer the news on the radio and those in waiting rooms.
• The Radio 1 target audience is people aged under 29 years of age, BUT 30% of 35-44 year olds think it is aimed at them. Radio 2 listeners: • 21% said that they associated the station with extending musical tastes • 11% said that they associated the station with original comedy
Radio connects with the right audience at the right moment, particularly when consumers are out and about and ready to shop and buy. Consumers use radio primarily when they’re away from home. Out-of-home listening during the full week is more than twice as high (69%) as in-home listening (31%).
This report aims to provide an overview of the evolution of radio audience consumption between 2017 and 2022, based on official currency data from national Radio Audience Measurement (RAM) systems across the EBU Member countries.
While radio was previously a one-way medium, spreading its messages indiscriminately to a great number of individuals, it is increasingly becoming a two-way medium, staying in close connection with its individual users on new technological platforms.
Radio’s unique combination of targeting opportunities enables advertisers to more efficiently reach their audience and optimise their advertising effects. Our latest research report, Hear and Now, looks specifically at how targeting people at relevant times helps turbocharge ad effectiveness.
2 lut 2022 · According to RAJAR, the figures for quarter 4 2021 highlight how audiences value BBC Radio with 34.51m people tuning in each week for live output across the stations, with a share of 49.9%.
