In the first episode of a new series from Radiocentre, we explore the scale, sophistication, and effectiveness of UK commercial audio – a platform which now reaches 76% of UK adults every week, with commercial broadcasters providing access to c.90% of listening hours.

Host Omar Oakes is joined by Matt Payton, CEO of Radiocentre, Faye Trinquart, Strategy Director at Global’s DAX Audio, and Tom Coare, Head of Audio at OMD UK. Together, they discuss the growth of audio audiences, the integration of broadcast and digital audio and its ability to deliver bigger effects for advertisers, and ways the industry is meeting advertisers’ demand for effectiveness data and actionable insights.

The episode highlights Radiocentre’s Speed of Sound report, which offers a comprehensive look at the UK commercial audio market, and provides advertisers with practical strategies for boosting the impact of their advertising campaigns with audio.

Highlights

01:26 The Speed of Sound Report

02:13 The State of the UK Audio Market

02:37 The Role of Broadcasters in Audio

07:00 Blending Broadcast and Digital Audio

09:45 Planning and Targeting in Audio Advertising

22:38 Effectiveness and Measurement in Audio

26:47 Practical Advice for Advertisers

Read the full Speed of Sound report here: https://www.radiocentre.org/our-research/speed-of-sound/