Alongside Radiocentre’s new research, Bauer urged the industry to focus on trusted media, agencies discussed integrating audio into media plans and System1 explored creative consistency. 

A new white paper from Radiocentre and MTM found that ad-supported radio, podcasts and music streaming now reaches 76% of UK adults weekly, with commercial audio’s market share accounting for 90% of total listening.

The company sold its stake in Octave to News UK last month.

Podcast: Stephen Miron sat down with The Media Leader columnist Omar Oakes at last autumn’s Future of Media London conference to reflect on his career and legacy at Global.

The agreement marks the end of a five-year joint venture, giving News UK sole ownership of the digital audio marketplace.

Given podcast listeners are typically attentive and engaged, this medium allows advertisers to connect with receptive audiences. Yet podcast advertising only represents 0.2% of total ad budgets. Now is the time for podcasts to truly shine. 

Commercial radio listening fell modestly from Q3 to Q4 to 39.9m, but listeners still grew by 2% year on year.

Commercial audiences helped drive 1.6% growth in total radio listening in Q4 as Global capped off a strong year of growth despite a milder quarter for listening.

The presenter was absent for much of Q4 amid a successful cancer treatment, but the popular breakfast show managed to grow listeners and remain the top commercial broadcast in its timeslot.

Total share of digital listening fell in Q4 and ended roughly flat year on year, according to the latest Rajar figures.