Radio 'weathers the storm' using innovative marketing

A third of UK listeners now own a DAB radio, and digital penetration remains at around 20%. The UK Government has committed to complete digital broadcast switchover in 2015.

The news comes in the wake of the BBC's announcement to reduce its digital radio output with the closure of several stations, a decision that has received much public criticism. One of the stations announced for closure, 6 Music, experienced a 50% year-on-year increase in audience figures after the announcement.

Sean Duffy, head of technology, media and telecoms for Barclays Corporate, said, "Regional radio management saw advertising revenue move into virtual freefall in 2008/09. However, advertising revenue has now stabilised and radio in general appears to have weathered the storm remarkably well, with innovative marketing, local partnerships and the co-location of stations all playing their part.

New technologies are clearly making popular shows increasingly more accessible as greater numbers continue to move from traditional FM/AM to DAB, mobile and on-line."

RAJAR was established in 1992 to operate a single audience measurement system for the radio industry in the UK.