RAJAR Q4 2024: 50 million strong and still thriving...

The latest RAJAR Q4 2024 figures reinforce that radio is thriving.

The numbers are clear and radio remains the most-consumed medium in the UK with a weekly reach still at a staggering 50 million adults, or 87% of the population, tuning in to live radio each week.

This translates to an average of 20.6 hours of weekly live radio listening per person, surpassing TV, where weekly viewing hours average just over 18.5 hours (Barb, December 2024).

These statistics underscore radio's unique ability to entertain, inform, and connect with UK audiences​​.

The top line figures show us that the BBC commands a solid 44% share of all radio listening reaching 31.6million listeners, compared to commercial radio’s 39.9million listeners.

And perhaps one of the standout results this quarter is the Heart Network, which exceeded 10 million weekly listeners for the first time, jumping from 9.7 million.

The network also still has the UKs number one commercial breakfast show which has added 6,000 more listeners to its already massive audience – all this during a time of uncertainty with Jamie Theakston off-air for his cancer treatment during this survey period.

Speaking of uncertainty, it has been a hard time for BBC Local Radio recently with lots of changes to local programming and many shows being networked… however, it is great to see that BBC Local Radio’s weekly reach has risen to 7.151 million, its highest level since September 2023. Some of those stations adding listeners include:

• BBC Radio Tees, up from 96,000 to 123,000 listeners.
• BBC CWR, increasing its audience by 13,000 to 61,000 listeners.
• BBC Three Counties Radio, growing from 94,000 to 119,000 listeners.
• BBC Radio Leeds, achieving an impressive jump from 141,000 to 178,000 listeners.
• BBC Radio Sussex and Surrey adding 37,000 listeners and now reaching 226,000.
• BBC Radio Cambridgeshire with a 17% rise to 76,000 listeners.

This resurgence of local radio suggests that audiences are increasingly seeking hyper-local content that reflects their communities. This does slightly contradict the latest news coming out of Global Radio and their ‘Nations Strategy’ which from February 24^th is eliminating regional shows in England in favour of centralized national programming – JK and Lucy’s Drivetime show on Heart will be nationwide on FM, Will Manning will host Capital Drive across England and Jenni Falconer will host a fully networked Smooth Breakfast across England & Wales.

It will be interesting to see the impact this has on the next couple of RAJAR results as, even though programming will be networked, they will still provide local news – which is where we can still gain coverage for brands through news bulletins.

However, there is a comparison between those changes at the BBC and the ones coming up within Global – as all local programming will disappear from the Global regions, the BBCs strategy of networked shows in areas of similar shared geography seems to be paying off which tells us there is still strong interest in local voices and stories.

Will this mean more audiences shifting to smaller commercial stations to get that local feel that they will no longer get from shows on Smooth in the morning and Heart or Capital on the drive home?

Ultimately, radio’s ability to adapt to changing audience behaviours positions it as one of the UK’s most resilient media formats – which is why it should always be considered when it comes to any PR strategies.

In an era of digital noise and short attention spans, radio remains a powerful tool for brands looking to make a lasting impact. Whether it is simply to increase awareness or build trust, radio presents an undeniable opportunity to engage with a highly attentive audience.

The message from Q4 2024 is clear: radio isn’t just surviving—it’s thriving… and it can help brands thrive too!