Threads, Streaming Ads & Rajar Report Q4 2024

• Rajar Q4 2024: Commercial radio gains listeners as digital habits evolve
• JCDecaux expands London digital network with 1,000 new roadside screens
• Threads gains traction with brands as marketers expand presence on the platform
• A new era for streaming ads: Barb SVOD data reveals shifting viewer habits

Ben Thornton, Client Executive at Wake The Bear, discusses the latest Rajar report for Q4 2024

This week, Rajar, the industry body for measuring radio and audio audiences in the UK, announced their quarterly report of radio listenership in Q4 2024. It was reported that 50 million UK adults tune into radio each week, equating to 87% of the adult population. Of this population, the average listener spends 20.6 hours a week listening to radio. Yet, at the forefront of radio listening is commercial radio, which continues to widen its lead over the BBC, by reaching 8.3 million more listeners than BBC stations.

What is clear from this latest Rajar report is that radio continues to grow as a media channel, with vast reach across the UK adult population. With its vast reach and targeting capabilities through varying stations and times of day, radio offers a fantastic opportunity to advertise. Radio can be considered for brands looking to incorporate brand-building channels into their media mix, alongside performance strategies across other mediums. Alongside this, particularly for brands going through critical periods of growth, radio could be considered as a way of diversifying the media mix for scale-ups, away from traditionally used channels such as TV or paid social. For start-ups, radio could be utilised as a reach and frequency driver at a crucial stage of growth, to introduce a brand or product at scale. However, what is clear from the latest report is that radio is a constantly-evolving medium, with an array of advertising capabilities for brands at different stages of growth.

Read the report here

Wake The Bear is supporting the launch of Stick To Rugby with paid social across Meta and TikTok.

The brand-new podcast, part of the Overlap podcast network, is hosted by Lawrence Dallaglio, Tom Shanklin, Katy Daley-McLean, and David Flatman, and is partnered with Land Rover Defender.

The debut episode launched last week.

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