Radio Bite: A powerful community

Radio is a powerful and often underutilised platform for advertisers. During these unprecedented times our Radio Bites series will give compelling reasons for brands to continue to be heard on the airwaves and why consumers will be listening.

You may have heard our 60 Second Support series which launched this week, helping millions of people across the UK to deal with issues such as isolation, bereavement, conflict and self-care during the coronavirus crisis. Partnering with The Royal Foundation’s Heads Together campaign for the special initiative, it brings together the expertise of 10 mental health charities.

As explored in our recent research, Staying Connected During the COVID-19 Crisis, we know that 90% agree that commercial radio keeps them in touch with the outside world and 84% said that radio keeps them company, two things that are invaluable during the current climate. Radio is a great platform for advice and reassurance for people who are concerned about their mental wellbeing and may be tuning in for these reasons.

We know from previous research that listeners feel twice as happy when listening to radio, and in times of crisis, radio provides the perfect avenue for people to come together and process things with a collective spirit. We want listeners to feel heard and supported during these challenging times and we hope that hearing from a variety of doctors, psychologists and other medical professionals, as well as well-known authors and mental health advocates will help them feel part of a wider community through their radio.