Radio bite: Reaching diverse audiences


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.

Commercial radio reaches a more diverse audience – and reflects its listeners in its wide variety of output and presenters. The BBC share of hours for BAME listeners is 37% yet for commercial radio it is 57%.

Radiocentre’s Tuning In to Diversity report, released last year, showed how commercial radio performs better than the radio industry as a whole. The sector reaches 59% of black, Asian and minority ethnic (BAME) listeners and also reaches 64% of listeners considered to be in a lower socio-economic classification (C2DE).

So if your brand truly wants to reach the whole nation, radio is the medium that can help you communicate with the whole country.