GB News takes radio sales in-house

GB News has brought its radio ad sales in-house and ended its contract with Bauer Media.

The contract covered radio advertising and sponsorship sales across DAB+, smart speakers, streaming services and on GB News’ website.

Nicole O’Shea, commercial director at GB News, told The Media Leader that the move “felt like the right time”, given GB News Radio’s “secret growth” alongside the channel’s “digital explosion”.

O’Shea highlighted that the GB News commercial team has grown to six people and the focus now would be on offering partnerships and solutions to clients and agencies across TV, radio and digital.

She said: “Clients want to do more with their budgets and we want to do more to deliver for our clients with ROI and effectiveness. We are really accessible and can turn around an idea overnight, almost. We also have a head of insight and solutions, so can demonstrate insight into our incredibly engaged audience. This feels like a really positive move for us.”

GB News Radio launched in January 2022 and simulcasts its TV content. Its weekly radio listenership grew by 40.5% year on year, according to the latest Rajar report, hitting 430,00 weekly listeners a week.

Lee Roberts, head of radio sales at GB News, highlighted the broadcaster’s “phenomenal ability to reach audiences, especially outside the “London bubble”.

He said: “Our radio audience is affluent and engaged — 60% ABC1 and 80% over 45. In more than 30 years in radio, I’ve never seen a station rise as fast and as powerfully as GB News — it’s an extraordinary achievement and a compelling commercial opportunity.”

Bauer Media was contacted for comment.

The Fishbowl: Nicole O’Shea, GB News