Digital climbs to a third of total radio audience

Digital accounted for a third of UK radio audiences in the final quarter of 2012, when total listening time hit 1.04 billion hours, up marginally year-on-year, according to the latest RAJAR figures.

Radio

The figures found that nearly 90 per cent of UK adults (47 million) tuned into a radio station each week during the period, up 340,000 from the same quarter in 2011, with the average listener consuming 22.1 hours a week.

Although total figures portrayed modest growth, digital’s share of the total radio audience grew 14 per cent year on year, with RAJAR finding that 48 per cent of the UK public tuned in via some form of digital radio, representing a third of all listening in the quarter.

Digital Radio UK CEO Ford Ennals says DAB radios being fitted as standard in many cars has helped boost uptake.More than 25 million people now listen to digital radio each week.

He says: “Improvements to national and local DAB coverage and the positive impact of the D Love industry campaign, we are making good progress in the lead-up to a Government decision  later this year,” he says.

A further breakdown of the digital audience revealed DAB as still the most popular form of digital radio, accounting for 64 per cent of all digital listening hours.

Meanwhile, DTV (listening to a digital radio station via a television) was up 15.7 per cent compared to Q4 in 2011 and streaming a programme online jumped 43.3 per cent during the same period. See below for a further breakdown of the digital audience share.

RAJAR-DigitalAudience-4Q12

BBC stations dominate the top five list of online radio stations with Absolute’s Radio stations finishing the quarter as the top commercial digital radio station, fifth overall. See chart below.

Simon Redican, managing director of the Radio Advertising Bureau says new platforms are underpinning the steady growth of radio audiences.

“The growth in listening on digital platforms provides advertisers with even more opportunities for interacting with radio audiences,” he ads. A full breakdown of the results can be seen here.

RAJAR-DigitalFIgures-4Q2012

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here