As digital natives who’ve grown up with social media and mobile phones, Gen Z – the generation born between 1997 and 2012 – might not be the first generation you associate with radio. But in reality, Gen Z isn’t switching off, in fact, they’re tuning in more than many realise.

For advertisers, this opens up a powerful and underutilised channel for reaching an audience that values authenticity, trust and cultural relevance.

Radio: The Trusted Voice Gen Z Wants to Hear

With online misinformation at an all-time high, Gen Z is actively seeking out media they can trust. According to Channel 4’s Youth Nation report, one of their top concerns is whether the content they’re consuming is reliable. That’s where radio — and Bauer — comes in (Channel 4).

Our radio and Digital Audio brands, from KISS and Hits Radio to Absolute Radio and beyond, offer authentic, live, and human storytelling. These are values that resonate deeply with Gen Z, and it’s why they’re continuing to choose audio in a world of filtered feeds and fake news.

Bauer Reaches Millions of Gen Z Listeners Every Week

At Bauer, we don’t just talk to Gen Z, we understand them. Our listener insights show that:

• KISS reaches over 2.2 million Gen Z listeners each week.
• Bauer reaches 4 million Gen Z adults weekly.
• Gen Z listeners spend 23.3 million hours per week tuned into Bauer stations.
• 84% of Gen Z listening to Bauer radio is via digital devices.

(RAJAR, National TSA, March 25)

We don’t just reach Gen Z at scale, we reach them in the right places, with the right content, and in the right tone. Whether they’re studying, working out, commuting, or just chilling out, Gen Z is plugged into Bauer Audio — and they’re open to hearing from brands that show up authentically in these moments.

Campaigns That Resonate with Gen Z: Across Radio and Digital Audio

At Bauer, we create campaigns that don’t just reach Gen Z, they connect. Whether on air or online, our content-led approach ensures your brand becomes part of the experience, not an interruption.

Our solutions include:

• Sponsorships of key shows that align with Gen Z’s passions, from chart-toppers to late-night talk shows, these partnerships build long-term brand association and trust.
• Promotions and competitions that invite Gen Z to take part – from experiential prizes to exclusive music access – driving engagement, data capture, and excitement across radio and digital platforms.
• Digital Audio advertising: Highly targeted ads delivered via connected devices, putting your brand in the ears of Gen Z with precision. Digital Audio is a smart, scalable way to reach Gen Z in the moments that matter most.

Digital Audio is Growing, and Gen Z is Leading the Way

Gen Z engages with audio across a mix of platforms and devices, favouring flexible, on-demand listening that fits into their fast-moving lives. That’s why Digital Audio from Bauer Media is designed for flexibility, precision, and scale.

With advanced targeting capabilities, we can deliver audio ads to Gen Z based on demographics, location, interests and even time of day. Whether they’re streaming music on their phone, tuned in during a workout or using a smart speaker at home, we ensure your message is delivered in the right place and the right time.

Digital Audio offers a powerful combination of personalised delivery, high attention rates, and cross-platform reach, giving brands a powerful, data-driven way to engage Gen Z in moments that truly matter.

Gen Z is listening, are you being heard?

With Bauer Media Audio, your brand can reach this highly engaged audience through trusted voices, powerful platforms, and precision targeting across radio and Digital Audio.

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