MediaCom: ‘Encouraging signs on the digital front’

Charlie Yeates, associate director, Investment Trading at MediaCom, says it will be interesting to see the impact that Radioplayer will have on digital listening in the future…

The latest RAJAR results clearly demonstrate that radio is very much still a key companion for listeners, while continuing to offer a huge broadcast audience on a daily basis.

A record breaking 47 million people (92%) engage with the medium on a weekly basis, leading to a new commercial radio record of 34 million – so much for a “declining traditional medium”?!

Most encouraging for commercial radio was proof that the medium appeals to a whole spectrum of listeners, with increases QoQ for Classic, Xfm, Kiss, Smooth, First Radio, Real Radio and talkSPORT. A real mixed bag of different genres, outputs, national brands and local stations is a strong indication that radio communicates with all audiences across the UK.

The fiercely-contested London market saw a dramatic shift in order, which was driven by huge increases in Capital and Heart, not a regional decline in audience. The London breakfast market reflected a similar pattern with Heart moving into Magic’s previous number two spot, and Johnny and Lisa still leading the charge on Capital.

There were further encouraging signs on the digital front too, with listening now above the quarter-way mark (26.5%) and just as crucially, a significant incline in hours consumed, now up to 280 million (+15.4%). It’s healthy to see growth being aided from increases in alternatives options such JazzFM, 6Music, Sunrise & Absolute 80s. Vindication of the increased opportunities/licences that DAB/Digital bring to radio maybe?

DAB is still comfortably the lead digital platform (63.1%), though it will be interesting to see the impact that Radioplayer will have in the coming RAJAR releases as this is an obvious route for growth.
Likewise mobile, a continuously evolving industry where radio is under threat from various offerings, but is showing signs of increasing its presence from the latest results.