Tuning in to digital: Kiss FM joins DAB channel, increasing national reach to 85%

Bauer Media has announced that the largest UK radio station for 15-34 year olds, Kiss FM, has been added to the Digital One national DAB channel.

Rather than broadcasting via a network of local DAB transmitters across the UK, including its FM stations in London, East Anglia and the South, the new output will allow the majority of the UK to tune in to just one Kiss station.

The news comes not long after the release of the latest RAJAR figures that showed that listening to radio via a digital platform, in terms of weekly reach, has increased by 9% year-on-year, with 25.2 million people now tuning in via a digitally enabled receiver.

Kiss currently reaches an average of 4.3 million listeners and the joining of the national DAB channel will increase the station’s national reach to 85% – a 21% increase in coverage.

“Kiss has seen significant growth in audience over the last two years across its many touch points and multiplatform offering,” said Steve Parkinson, Managing Director at Bauer Media. “By being able to transmit nationally across the country, we can realise our next ambition to be the first young targeted station available on DAB right across Britain.

“Whether on analogue or digital, whether through the TV or via an app, we have more ambition yet to come for Kiss, and we look forward to a successful and busy 2013.”

Paul Eaton, Arqiva’s Director of Digital Radio added: “As part of Arqiva, Digital One offers an effective way to connect brands and advertisers with millions of radio listeners. Bauer’s decision to launch KISS on our transmitters demonstrates it’s a key platform, alongside FM, to deliver growth in radio listening.

“42% of people now have a DAB digital radio and the latest figures show it’s fitted as standard in a third of all new cars. As digital listening continues to increase, Digital One’s aim is to help Bauer deliver continued growth for KISS.”