Supporting Local Radio Day

Much of what we do at Radiocentre is about celebrating the brilliant work of commercial radio stations up and down the land.

We bang the drum for radio in all sort of ways, whether it’s providing evidence to support our claim for a bigger slice of ad budgets, addressing advertisers directly or showcasing the fantastic output and impact of commercial stations through our in-depth studies and reports.

We have a great story to tell and we should be proud to tell it, particularly as we have mountains of evidence and first class research to back it up.

But the most compelling stories about the power of radio will always come from the radio stations themselves.  That is one of the reasons that we think Local Radio Day being organised by our colleagues at UKRD on 27 May is such a brilliant idea.

Of course local radio comes in all shapes and sizes, whether it is small independent stations or national brands delivered locally, but having a day to promote the role played by local radio stations provides an excellent focal point to talk about the range, diversity and enduring popularity of radio in a digital age.

Radio may not attract the advertising budgets of behemoths like Facebook or Google, but it retains a unique power to connect with audiences.  This is clear from its public service content (like local news, travel, weather or what’s on information), charitable fundraising, music and entertainment or the affordable and targeted advertising that helps to drive local economies.

Last year Radiocentre commissioned a survey of listeners to local commercial radio to see if they felt these were elements being provided.  The responses we received were hugely encouraging and really demonstrated the continuing value of local radio.

• 80% agree that it provides accurate news coverage
• 77% trust the information it provides
• 70% agree that it reflects their region or community
• 69% know that local radio undertakes charity or social action campaigns
• 64% agree that local radio introduces them to new music or artists

The fact that audiences still acknowledge this public value is part of what makes UK radio so strong and resilient.  In the coming months Radiocentre will continue to highlight these strengths publishing an extensive update of our Action Stations report and an assessment of the economic value that the industry provides.

But for now, here’s to Local Radio Day – a great opportunity to celebrate the best of local radio and ensure that these unsung heroes of the media landscape are not forgotten.

Source: Kantar Media, Public Value of Commercial Radio Research, September 2015