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20 June 2024

Advertising Your Audience Can Trust 

For a large number of listeners, radio is often their main source of news and updates from across the globe. Bauer stations speak to almost 24 million† of those listeners across its various stations, that’s a lot of people listening to a lot of news. 

News avoidance is on the rise 

With the upcoming general election taking place next month, Radiocentre (The industry body for UK commercial radio) conducted new research to get an up-to-date view of how the British public engages with news sources and how this affects their attitudes towards them. Their findings concluded that more people are avoiding news, often overwhelmed with mostly negative information, with social media and newspapers being actively avoided as news sources due to a lack of trust. In contrast, radio has been identified as a reliable and convenient source of news and information, being able to provide trusted news bulletins that are able to slot into listeners’ regular routines without them having to search for it. 

Who should you trust?  

From the same survey, RadioCentre found that 63%* of people are very concerned or concerned about the amount of misleading or false information that is often presented as news. With 69%* of those surveyed saying they trust the news to be factual and true when heard on the radio, is it time for you to invest in a way to speak to customers that’s trustworthy? 

Make your vote count  

With the upcoming general election, people across the UK will be searching for advice on guidance on how best to place their votes. While many will turn to television for an in-depth analysis on the election, others will tune into radio to keep up with regular election-related updates throughout the day. When asked which of a selection of news sources would be the most impartial and accurate to follow during an election, radio came up top with 61% for impartiality and 63% for accuracy. * 

Reaching your audience 

Over two-thirds of those surveyed said they have followed up with an action after hearing news on commercial radio, be it discussing with friends and family, looking it up online or tuning into the TV specifically to watch the news.  

Why Radio?  

With so many people turning to commercial radio for their news, it’s a better time than ever to get your message in front of people from a trustworthy source. Radio gives you the opportunity to connect with your customers in a unique way, by speaking directly to them, any time of day. Whether it’s targeting new customers, or reconnecting with existing ones, radio gives you the chance to get creative with your messaging and leave a lasting impact.  

How we can help 

Here at Bauer, we reach 24 million weekly listeners through our audio brands including Hits, Greatest Hits, Magic, Jazz FM and many more. † Though we’re mostly known for our much loved radio programmes, we also pride ourselves on being a creative powerhouse with some of the best talent in the country. We don’t just stop at radio, whatever tools you need to reach out to your customers, you’ll find it at Bauer: 

  • Animation 
  • Events 
  • Graphic Design & Branding 
  • Music Production 
  • Radio Advertising 
  • Social Media 
  • Sponsorship 
  • TV Advertising 
  • Website Design 
  • Video Production 


* Cutting Through ( 

† RAJAR Q1 2024