The latest RAJAR figures land at a point where radio feels increasingly split between two realities.
On one side, overall listening remains remarkably strong. More than 50 million adults still tune into radio every week across the UK. Commercial radio has widened its lead over the BBC. Smart speaker listening keeps climbing. Speech radio continues pulling large audiences during major news moments.
On the other, the way people actually consume radio now looks very different from even a few years ago.
For brands planning Broadcast PR campaigns, radio interviews and media activity, the detail inside the latest figures says far more than simple audience growth or decline.
Digital listening is no longer the secondary platform
Online listening now accounts for 30.4 per cent of all radio listening hours across the UK.
AM and FM combined now sit lower at 24 per cent.
Commercial radio has moved even further ahead digitally, with online accounting for almost a third of all listening hours. Smart speakers now represent more than one fifth of commercial radio listening.
That changes how radio campaigns travel.
Listeners are no longer tied to cars, kitchens or fixed schedules in the same way. Interviews now move across phones, apps, catch-up listening and smart speakers long after live broadcast.
For Broadcast PR teams, that extends the lifespan of strong radio moments well beyond the original slot.
Speech radio continues performing strongly during major news periods
One of the clearest patterns inside this quarter’s data is the continued strength of speech-led programming.
LBC reached a record 3.6 million listeners. Times Radio posted some of the fastest quarterly growth among national news stations. GB News Radio continued climbing year-on-year. Radio 4 also grew during a quarter dominated by international politics, sport and rolling news coverage.
Live conversation still cuts through when the news cycle becomes louder and more fragmented.
That creates opportunities for brands with spokespeople who can contribute properly to discussion-led formats rather than simply deliver prepared messaging.
A strong radio interview still depends heavily on whether somebody sounds comfortable inside live conversation.
The smartest campaigns are increasingly built for audio first
Radio has always rewarded clarity.
That becomes even more obvious in a digital environment where listeners move quickly between platforms and presenters. Audiences decide very quickly whether somebody sounds informed, rehearsed or evasive.
The strongest broadcast campaigns usually understand the rhythm of radio before the booking process even starts.
Different stations require different approaches. A speech-led interview on LBC demands something very different from a lighter commercial breakfast slot or a regional BBC phone-in discussion.
The gap between good and bad spokespeople becomes much wider on radio than many brands expect.
Commercial radio keeps extending its lead
Commercial radio now accounts for 54.3 per cent of all listening compared with 43.4 per cent for the BBC.
That lead has steadily widened over the past few years as networks continue investing heavily in digital distribution, national branding and personality-led programming.
Heart remains the UK’s biggest commercial radio brand. Capital continues outperforming Radio 1 on reach. KISS posted strong growth following its relaunch. Greatest Hits Radio and Hits Radio continue producing mixed but often significant regional gains.
At the same time, national speech brands continue growing influence around politics, opinion and live reaction.
That balance increasingly shapes where Broadcast PR campaigns land best.
Smart speakers continue changing listening habits
Nearly one fifth of all radio listening now happens through smart speakers.
For commercial radio, the number is even higher.
That shift matters because smart speaker listening tends to feel more direct and habitual. Audiences ask specifically for presenters, stations and programmes they already know.
Radio becomes more personality-driven inside that environment.
It also changes how interviews are consumed. Listeners are often hearing radio at home, on-demand or alongside podcasts and streaming audio rather than through traditional linear habits alone.
Local radio still carries weight
The national figures often dominate RAJAR coverage, but local performance still tells an important story.
BBC local stations delivered several major increases this quarter, including Wiltshire, Leicester and Tees. Bauer’s local Hits and Greatest Hits services posted some sharp regional rises alongside declines elsewhere. Heart and Smooth generally produced stronger local balance than Capital.
Regional radio still gives stories something national television often cannot. Local context.
A housing story lands differently in Leeds than it does in London. Consumer pressure stories sound different in Glasgow compared with Bristol. Health campaigns often perform strongly once local callers and presenters start engaging with the subject directly.
That remains one of radio’s biggest strengths for Broadcast PR.
Radio still gives stories room to breathe
The wider media environment keeps becoming shorter, faster and more fragmented.
Radio still allows discussion to develop properly.
A good interview can carry nuance, disagreement, expertise and personality in a way shorter television clips or social content often cannot. That remains valuable for campaigns built around finance, health, consumer behaviour, public policy or lived experience.
The latest RAJAR figures reinforce how large those audiences still are, particularly once digital listening, smart speakers and catch-up consumption are taken into account.
For brands planning Broadcast PR activity, radio remains one of the few places where audiences still stay with a conversation for more than a few seconds.
