Commercial radio remains the leading commercial audio format

The latest ‘MIDAS’ Audio Survey for Summer 2024 has been released by RAJAR, highlighting that commercial radio continues to be the leading format for commercial audio listening, even amongst younger audiences.

The survey, which is designed to provide context and insight into how, when and where all forms of audio content are being consumed in the UK, shows that commercial radio maintains a steady 84% share of commercially accessible audio hours, which is consistent with the previous four MIDAS surveys. This is followed by podcasts at 11% and on-demand music (free with ads) at 5%.

Notably, the survey also reveals that commercial radio’s dominance extends to younger audiences as well, with a 70% share of commercial audio hours among 15-34 year olds, compared to 20% for podcasts and 10% for on-demand music. 

Commenting on the latest survey, Radiocentre’s chief executive Matt Payton said: 

“It’s great to see commercial radio still accounts for the biggest share of commercially accessible audio hours in the UK, even with younger audiences, confirming why radio remains the centrepiece of those audio advertising campaigns that deliver the biggest impact.” 

The survey has also looked at need states around audio listening; the purpose it serves them whilst listening, how it makes them feel or why they listened. These need states draw close parallels with need states identified in Radiocentre’s own Generation Audio research which underpins the Audio Need-States Navigator, an online tool to help planners make use of this audience insight to boost ad effectiveness.

See the full ‘MIDAS’ Audio Survey for Summer 2024 here.