2024 in audio: The BBC strikes back
2024 in Review
Commercial radio remains in rude health, but the BBC has staged a comeback in more ways than one in 2024.
In the latest Rajar figures for Q3, commercial radio’s weekly reach dropped marginally from the previous quarter to 40.1m listeners, but year-on-year growth at major commercial stations remained positive.
Global and Bauer both grew total weekly reach among their stations. For example, Capital Breakfast continued to see listenership growth following the addition of Jordan North to its presenting line-up.
The BBC had a strong Q3, gaining back a modest share of listening from the commercial industry — bucking a year-long trend.
BBC commercial plans
And Auntie is fighting back on other fronts. In February, the BBC announced plans to roll out several spin-off stations, to be available on DAB+ and the BBC Sounds app.
The move faced severe pushback from the commercial radio industry.
The BBC undertook a public interest test about the proposal, since Ofcom considered the new stations a “material” change to its existing remit. Having concluded that the proposal meets the public interest criteria, the BBC has since submitted the plan to Ofcom.
Radiocentre is urging Ofcom to reject it.
Meanwhile, in March, the BBC said it planned to introduce ads to its podcasts when they’re accessed in the UK on a commercial platform such as Apple or Spotify.
Under the plan, BBC Studios would handle the ad activity, as it already does for BBC products outside the UK. Podcasts accessed on BBC Sounds would remain ad-free.
Radiocentre had commissioned a competition study to look at the potential impact from the BBC’s plan. It concluded that advertising “would not support” the majority of BBC radio stations in their current form and the financial impact on commercial radio would be “devastating”.
Change at the top
Elsewhere, Global’s programmatic ad platform Dax turned 10 in 2024. The exchange was described by MG OMD’s Flora Williams as “a game-changer for the audio advertising market”.
And Global had its own significant news: CEO Stephen Miron announced he would be stepping down after 16 years in the job, becoming chairman in March 2025.
Miron reflected on his time at Global and his wider media career with The Media Leader’s Omar Oakes at The Future of Media London in October.
‘Disrupt yourself before someone disrupts you’: Stephen Miron on 16 years of Global
STV CEO Simon Pitts has been announced as Miron’s successor.
Main competitor Bauer, meanwhile, officially launched its on-demand audio app Rayo amid other developments, such as making its first foray into news-based podcasts.
Following a year in charge at Bauer Audio, Simon Myciunka revealed his priorities for the business moving forward in terms of leadership and innovation during an interview at The Future of Audio and Entertainment. They included a greater focus on marketing investment and adding more podcast content to its portfolio.
What next for Bauer and radio? Interview w/ Simon Myciunka, CEO of Bauer Media Audio UK
In October, Bauer also unveiled a major mental health initiative as part of its “Where’s Your Head At?” campaign, looking at the impact of social media on younger people. Bauer Media Advertising managing director Simon Kilby warned that the broader media industry is “at risk of eroding our legacy” as advertisers have shifted to funding platforms that are “increasingly linked with growing mental health crises”.
AI concerns
Of course, this year every industry has been impacted by developments in AI, and audio is no different.
Matalan launched a controversial audio campaign using AI-generated ads, utilising the technology to rapidly develop and tailor its money-saving messaging.
What would it mean for the future of voiceover artists? Trisonic thought it wasn’t quite time to get rid of humans just yet.
It’s not just brands doing it — technically, AI can create entire podcasts now. In September, Google’s NotebookLM unveiled a feature that allows users to turn their documents into audio discussions between two AI “hosts”.
The Media Leader senior reporter Jack Benjamin took the tech to the test and the results are well worth a listen.
Rise of video
Finally, no audio overview of the year is complete without a mention of streaming companies, namely Spotify. The discussions around its annual Wrapped feature — even if the 2024 edition was a bit of a damp squib for many — tell you all you need to know about the brand’s power in both the industry and pop culture at large.
Now valued higher than compatriot brands Volvo, H&M and Ericsson, Spotify posted a 12% increase in premium (paid) subscribers in Q3, while free, ad-supported users were up 11% to 402m.
Ad revenue growth slowed to 6% to €472m (down from 13% growth in Q2), but premium revenue grew by 21% to €3.52bn.
Podcast: Spotify’s $10bn advertising ambition — with UK sales chief Ed Couchman
The company continues to have big advertising ambitions. As Ed Couchman, Spotify’s UK and northern Europe sales chief, said on The Media Leader Podcast: “We do want in the long term for the ad sales to reach $10bn.”
Among the focus points for founder Daniel Ek in 2024 has been video podcasts.
There is one senior departure, however — EMEA sales chief Rak Patel is to join Channel 4 in the new year as chief commercial officer.