What the Latest Radio Figures Mean

The latest RAJAR figures for Q4 2025 are out, and they reinforce what the marketing sector already know: radio remains one of the UK’s most effective and trusted media channels. Even in an increasingly crowded audio landscape, with streaming services, podcasts, and on-demand content, radio continues to deliver both scale and engagement.

Radio’s Scale and Reach

According to the latest data, around 50 million adults in the UK listen to radio every week, consuming over 1 billion hours of audio each quarter. That’s nearly nine out of ten adults, making radio one of the few media channels capable of reaching such a large and diverse audience consistently.

Another notable trend is the growth of digital listening. Approximately 30% of all listening now happens online, through apps, smart speakers, and other connected devices. For us, this means radio is no longer just a broadcast medium, it’s a multi-platform channel that can support campaigns across both traditional and digital formats.

Station Highlights

Looking at station-level performance, some key insights include:

• Heart: The UK’s biggest commercial radio brand, with a strong breakfast show that continues to build loyalty and engagement.

• Capital: Leading the hit music market, particularly effective in reaching younger audiences.

• LBC: Growing its audience in the news and talk space, attracting listeners seeking commentary and in-depth discussion.

• Smooth: Consistently reaches adults aged 35+, offering a trusted environment for brand messaging.

• Classic FM: Engages classical music fans, providing context for premium and lifestyle-focused brands.

• Radio X and Absolute Radio: Niche music stations with loyal audiences, ideal for targeted campaigns.

• KISSTORY: Reaches digitally active listeners, particularly for specialist music campaigns.

What This Means:

Radio continues to be more than just a traditional medium. The RAJAR Q4 2025 figures highlight several reasons why you should include radio in their strategies:

1. Attention and trust: Radio delivers audiences in a trusted environment, ideal for awareness campaigns and storytelling.

2. Multi-station strategy: Combining stations allows campaigns to maximize reach while targeting specific demographics.

3. Habitual listening: Regular, routine listening drives frequency and recall, helping campaigns stand out.

4. Multi-platform opportunities: The growth of digital listening complements broadcast radio, creating integrated campaign possibilities.

In a media environment where audiences are increasingly fragmented, radio continues to deliver scale, reach, and measurable impact. If you're looking to build brand awareness and engage audiences effectively, it remains a channel worth prioritising. 

If you would like more information or how we can help you with a campaign: Contact Us Today