Uncategorised Archives - Hits Radio Advertising UK

Every year on 13 February, the world celebrates World Radio Day, a global recognition of radio’s enduring role in informing, entertaining and connecting audiences.

But World Radio Day isn’t just about nostalgia.
It’s about recognising why audio still matters and why it’s becoming even more powerful in a connected, digital world.

For businesses and advertisers, World Radio Day represents something very simple:

Radio has always evolved and today, it’s one of the most effective media channels available.

Why World Radio Day exists

World Radio Day was established by UNESCO to highlight radio’s impact on society over more than a century.

Since the first broadcasts in the early 20th century, radio has:

Connected communities
Informed the public during times of change and crisis
Entertained generations of listeners
Given a voice to local culture and conversation

Few media channels can claim the same level of longevity, trust and daily relevance.

Radio has adapted

Every major shift in media has predicted the end of radio.

Television.
The internet.
Social media.
Streaming video.

And yet, radio didn’t vanish… it evolved.

Today, radio lives far beyond a traditional FM set:

On smart speakers
On mobile apps
In connected cars
Alongside podcasts and on-demand audio

This evolution is what World Radio Day truly represents:
a medium that continues to adapt to how people live, listen and connect.

What World Radio Day means in a digital age

Modern audio is no longer limited by time, place or device.

Connected listening across radio, podcasts and streaming, has grown rapidly in less than a decade. Millions of UK adults now listen to audio via connected devices every week, seamlessly moving between live radio and digital platforms.

For advertisers, this means:

Audio reaches people throughout the day
Listening happens in moments screens can’t reach
Audio fits naturally into everyday life

World Radio Day now celebrates audio as a connected, multi-platform medium, not just a broadcast one.

Why advertisers still trust audio

While many digital formats fight for attention, audio continues to earn it.

Listeners actively choose audio.
They don’t scroll past it.
They don’t block it.
They don’t mute it.

That’s why audio advertising consistently delivers:

High engagement
Strong completion rates
Proven return on investment

World Radio Day highlights something advertisers already know instinctively:
audio works because people genuinely listen.

From broadcast to data-driven audio

One of the most important shifts World Radio Day now reflects is how audio has entered the data-driven era.

Today’s digital audio combines:

The trust and attention radio has built over decades
With modern targeting, measurement and accountability

This allows brands to use audio not just for awareness, but as a strategic growth channel — delivering both short-term performance and long-term brand value.

Why World Radio Day still matters

World Radio Day isn’t about looking back.

It’s about recognising a medium that has:

Stood the test of time
Adapted to every technological shift
And continues to deliver results in a modern marketing landscape

For businesses planning ahead, World Radio Day is a reminder that audio isn’t an experiment, it’s a proven, future-ready channel.

Looking ahead: the future of audio

As listening becomes more connected and advertising more accountable, audio’s role will only grow.

The future of radio isn’t quieter.
It’s smarter, more flexible and more measurable than ever.

And that’s exactly what World Radio Day represents today:
a celebration of where audio has been and where it’s going next.

If you’re a small business looking to reach more customers in your local area, the latest UK listening figures prove that local radio advertising remains one of the most effective and trusted ways to do it.

Radio reaches 86% of the UK population every week, with 39.4 million people listening to commercial radio. That kind of reach is hard to match, especially when you want to connect with real people, in real places, during their everyday lives.

For small businesses, local radio advertising offers something increasingly rare: scale, trust and simplicity without the complexity or rising costs of many digital channels.

Sound Good? Contact Us To Find Out More…

Radio Still Delivers Unmatched Local Reach

Radio isn’t niche. It’s mainstream.

Every week, millions of people tune in while driving, working, shopping, cooking and relaxing; moments when screens aren’t always in hand, but attention is still high. That’s why radio remains so powerful for building brand awareness and recall.

For local advertisers, this means:

Your customers are already listening
You’re reaching people repeatedly, not just once
Your business becomes familiar before customers even need you

Local radio advertising doesn’t rely on a click in the moment. It builds long-term awareness that pays off when buying decisions are made.

Bauer Media: Local Advertising with National-Level Reach

Across Bauer Media, 21 million people listen every week, giving small businesses access to trusted, high-quality radio brands, delivered locally.

Your advert runs in the areas you choose, reaching people who live, work and spend nearby. You’re not paying to reach audiences outside your catchment area, just genuine local prospects.

Modern Audiences, Digital Listening Habits

Radio listening has evolved and small businesses benefit.

84% of Bauer listening now happens on a digital device, including smart speakers, mobile phones and connected cars. That’s 10% higher than the industry average, showing just how digitally engaged these audiences are.

For advertisers, this means:

Your message is heard in homes and workplaces via smart speakers
Audio ads reach people in focused, screen-free moments
Campaigns can be planned and measured more effectively

Local radio advertising today combines the trust of traditional radio with the flexibility of digital audio.

Ready To Get Started?

Strong Stations Build Loyal Local Audiences

Bauer’s stations attract listeners who tune in regularly and that loyalty is key for small businesses.

The Hits Radio Network reaches 6.8 million weekly listeners, with 3.9 million tuning in to Hits Radio each week. It’s popular with busy, active adults who are open to discovering local brands.

Meanwhile, Greatest Hits Radio reaches 5.9 million listeners weekly, with 6.9 million across the wider network, ideal for businesses targeting slightly older audiences with strong spending power.

And trusted voices matter. Ken Bruce hosts the most listened-to commercial radio show in the UK, highlighting just how powerful familiarity and trust can be when it comes to advertising impact.

Why Local Radio Advertising Works for Small Businesses

Small businesses choose radio because it works without the overwhelm.

Local radio advertising offers:

Trust – listeners trust their local stations and presenters
Frequency – your advert is heard repeatedly, boosting recall
Simplicity – no complicated platforms or constant optimisation
Affordability – campaigns can start at accessible budgets and scale up

Radio helps small businesses sound established, credible and confident, even in competitive markets.

How to Get Started with Local Radio Advertising

Getting started with local radio advertising is simpler than you might think.

Here’s how it works:

Choose your audience and location
Decide where you want your advert to be heard, whether that’s one town, a county, or multiple local areas.
Create your audio advert
You don’t need to write or record anything yourself. Professional teams can help script, voice and produce your advert so it sounds polished and effective.
Plan your campaign
Campaigns are scheduled to reach listeners at the right times, across the stations your customers already listen to.
Go live and get heard
Your advert reaches real people, in real moments, building awareness, trust and familiarity with your business.
Review and refine
Campaigns can be adjusted, extended or expanded as your business grows.

Whether you’re new to advertising or looking to reach more customers locally, radio offers a proven, accessible starting point.

The Bottom Line

The latest figures confirm what many small businesses already know: local radio advertising delivers reach, trust and real-world impact.

With highly engaged audiences, modern digital listening habits and strong local delivery, radio remains one of the smartest ways for small businesses to reach more potential customers and stay top of mind.

Source: RAJAR Q4 2025

Audio advertising for local businesses is built for today’s world

In a marketing landscape that feels more complex, more digital and more unpredictable every year, it’s reassuring to know one thing hasn’t changed: audio advertising for local businesses still works.

Despite constant predictions that radio and audio would be replaced by new technology, audio remains one of the most trusted, effective and accessible ways for businesses of any size to reach customers. In fact, listening is stronger than ever, with millions of people tuning in every week while commuting, working, shopping, exercising and relaxing at home.

And the best part?
Audio advertising for local businesses isn’t just resilient – it’s evolving in ways that make it more affordable, flexible and measurable than ever before.

“Is audio advertising really for a business like mine?”

This is one of the most common questions local advertisers ask. The short answer is yes!

Whether you’re:

A start-up testing the waters
A sole trader competing locally
An established SME
A multi-site business
Or a brand with seasonal peaks

Audio advertising for local businesses works at every scale.

Campaigns can be:

Short or long-term
Hyper-local or regional
Brand-led or response-driven
Matched to almost any budget

There’s no minimum “size” your business needs to be to benefit from audio. If you’re ready to find out more… contact us today.

Audio Advertising for Local Businesses montage image

Why audio advertising fits real life (and real customers)

Unlike many digital formats, audio doesn’t rely on people stopping what they’re doing and staring at a screen.

Audio reaches people:

In the car
At work
At home
On smart speakers
On mobile devices

This makes audio advertising for local businesses incredibly powerful – it reaches customers while they’re living their lives, not scrolling past ads or blocking them.

That constant presence builds:

Familiarity
Trust
Memory

Which is exactly what local businesses need to stay top-of-mind.

Affordable entry, flexible spend, no wasted budget

One of the biggest misconceptions is that audio advertising is expensive or only for “big brands”.

In reality:

Campaigns can start from modest budgets
Spend can be scaled up or down
Targeting ensures you only pay to reach relevant listeners

With modern audio advertising for local businesses, you can:

Focus on specific locations
Reach certain audiences
Choose the times of day your customers are listening

That means less waste and more impact.

Trusted environments matter more than ever

Today’s advertisers are increasingly cautious about where their brand appears – and rightly so.

Audio advertising offers:

Brand-safe environments
Regulated content
Trusted local radio brands
Clear accountability

When people trust what they’re listening to, that trust extends to the advertisers they hear. For local businesses, this credibility is invaluable – especially in sectors where reputation matters most.

Digital audio hasn’t replaced radio, it’s made it stronger

Audio advertising today isn’t “radio or digital”. It’s radio and digital audio working together.

That means local advertisers can benefit from:

Broadcast radio’s scale and trust
Digital audio’s targeting and measurement
Campaigns that work across multiple devices

Crucially, digital audio doesn’t take listeners away from radio – it adds more listening moments, giving advertisers more opportunities to be heard.

Future-proofed for how people actually listen

As listening increasingly happens through smart speakers, connected cars and voice-activated platforms, discoverability becomes critical.

This is where audio advertising for local businesses stands out.

Advertising through trusted audio partners ensures:

Your ads remain easy to find
Your brand isn’t hidden behind platform fees
Your message reaches listeners directly

For local businesses, this means confidence that your advertising investment continues to work today – and tomorrow.

Measurable, accountable and results-driven

Another outdated myth is that audio can’t be measured.

Modern audio advertising offers:

Website traffic tracking
Conversion measurement
Campaign performance insights
Clear reporting

Whether your goal is:

Enquiries
Footfall
Website visits
Brand awareness

Audio campaigns can be planned and optimised around what matters most to your business.

Our products
Measurement & effectiveness:
Conversion tracking

Find Out More About Audio Conversions

The bottom line: audio advertising is for you

The future of audio isn’t just bright – it’s practical.

For local advertisers, audio advertising for local businesses offers:

Affordable entry points
Flexibility across budgets
Trusted environments
Measurable results
Long-term brand impact

No matter your size, sector or spend level, audio gives your business a voice – and ensures it’s heard by the right people, at the right time.

Apprenticeship Week advertising gives colleges, training providers and employers a powerful opportunity to raise awareness, change perceptions and drive real enquiries during one of the most important moments in the education calendar.

National Apprenticeship Week (9–15 February 2026) is when students, parents and employers are actively searching for information, guidance and opportunities. The question isn’t whether to be visible. It’s how to be found, remembered and trusted.

This guide answers the most common questions educational institutions and employers ask about Apprenticeship Week advertising, and explains how audio advertising with Bauer Media helps you cut through.

How Can You Maximise Your Reach This Apprenticeship Week?

This Apprenticeship Week, Bauer Media has created tailored advertising packages to help you promote your apprenticeship offering at the moment interest is at its highest.

Our packages are designed to:

Raise awareness of apprenticeships as a credible alternative to university
Drive enquiries from learners, parents and career-changers
Encourage employers to engage with apprenticeship providers
Reinforce trust, credibility and local presence within your community

Audio advertising is particularly effective during Apprenticeship Week because it reaches people while they’re living their daily lives; commuting, working, studying and planning their next steps. Making your message more relevant, memorable and trusted.

Why is radio effective for Apprenticeship Week?

Radio remains one of the most trusted and effective channels for education and recruitment messaging.

Here’s why audio advertising works so well for Apprenticeship Week advertising:

Radio reaches 89% of the UK population every week
Listeners are 52% more likely to search online after hearing a radio ad
Radio delivers an average 8x return on investment
Trusted presenters and stations enhance credibility and message retention
Radio’s “companion effect” makes messages more memorable and persuasive

For apprenticeships, where reassurance, legitimacy and clarity matter, that trust is critical.

How Much Does Apprenticeship Week Advertising Cost?

Apprenticeship Week advertising packages with Bauer Media start from £650 for a one-week campaign.

This gives you the opportunity to be heard during National Apprenticeship Week, when learners, parents and employers are actively looking for information and opportunities. Packages can be tailored based on your audience, location and objectives, ensuring your budget works hard to deliver awareness and enquiries where they matter most.

Who should advertise during Apprenticeship Week?

Apprenticeship Week isn’t just for colleges.

It’s ideal for:

Educational Institutions

FE colleges
Sixth forms
Independent training providers
Universities offering degree apprenticeships

Employers

SMEs looking to grow local talent
Large employers with ongoing recruitment needs
Public sector organisations
Businesses struggling to recruit skilled staff

Whether your goal is learner recruitment, employer engagement, or both, Apprenticeship Week provides a shared national moment to plug into.

What Apprenticeship Week audio advertising packages are available?

We offer packages designed to maximise impact in a short window.

Apprenticeship Week Partnership Credits (Learner Focus)

Running throughout National Apprenticeship Week, these credits position your organisation as a trusted guide:

“Find out more about apprenticeships this National Apprenticeship Week… with [College Name].”

They run across the day, directing students and parents to your website while retaining the familiar sound of the station.

Here’s some audio examples from previous campaigns…

Apprenticeship Week “We Love” Partnerships

Our “We Love” format adds recommendation power from the station itself:

“[STATION] loves getting set for the future with the fantastic apprenticeships on offer at [College Name].”

This format works especially well for:

Building trust
Standing out in busy weeks
Humanising your message

Have a listen to some examples…

Apprenticeship Week Advertising for Employers

Employer-focused messaging speaks directly to workforce growth and productivity:

“Grow your business this National Apprenticeship Week with [College Name]. Discover skilled local talent and future-proof your workforce.”

These campaigns help employers understand:

The business benefits of apprenticeships
How easy it is to get involved
The local support available

How does Apprenticeship Week advertising drive enquiries?

Radio works because it prompts action.

Listeners hear your message repeatedly during the week they’re already thinking about apprenticeships. Then search, click and enquire.

Campaigns typically drive:

Website visits
Course page views
Employer enquiry forms
Open day sign-ups
Direct calls and emails

Radio doesn’t replace digital… it supercharges it.

How do I book my Apprenticeship Week advertising package?

Apprenticeship Week advertising packages are limited and booked in advance.

If you’re an educational institution or employer looking to:

Increase awareness
Drive apprenticeship enquiries
Be visible when it matters most

Now is the time to plan.

Talk to our team about Apprenticeship Week advertising packages today

We’ll tailor a campaign to your audience, location and goals.

Female Tutor With Student Looking Underneath Car On Hydraulic Ramp On Auto Mechanic Course

For many years, small business advertising has been dominated by digital platforms promising fast results, detailed dashboards and instant clicks. But as we move into 2026, more small and local businesses are asking an important question: is digital alone really delivering what we need?

The answer, increasingly, is no.

That’s why audio advertising, across radio and digital audio, is firmly back in the spotlight. And crucially, it’s now better aligned to small business needs than ever before.

Why audio works so well for small business advertising

Small businesses don’t need complexity. They need:

Certainty
Trust
Reach
Results they can actually feel in their business

Audio delivers all four.

Unlike many online channels, audio doesn’t rely on constant tweaking, daily monitoring or ever-changing algorithms. Once your campaign is live, it works consistently in the background – building awareness, trust and response day after day.

That makes audio an ideal channel for time-poor business owners who want marketing that works while they focus on running the business.

Trusted environments matter more than ever

Trust has become one of the most valuable currencies in advertising.

Listeners trust radio. They trust the stations, the presenters and the environments in which ads appear. In fact, radio consistently ranks as one of the most trusted media channels in the UK.

With Bauer Media, every radio advert is approved before it goes to air, ensuring it is legal, decent and truthful. For small businesses, that matters. It means your brand is heard in a safe, credible environment – not lost in a feed of unverified claims, scams or low-quality content.

When a local business advert is heard alongside trusted radio content, it immediately feels more established and more believable. That credibility is incredibly powerful for small business advertising.

Local radio still delivers serious reach

There’s a common misconception that radio is “niche” or “declining”. The reality couldn’t be more different.

Commercial radio reaches around 40 million adults every week in the UK, making it one of the most effective ways to reach large local audiences quickly.

People listen:

In the car
At work
At home
While cooking, exercising or commuting

This isn’t passive background noise – it’s habitual, personal listening. For small businesses trying to stay front of mind in their local area, that kind of regular exposure is invaluable.

Digital audio adds precision without losing scale

One of the biggest changes in recent years is the rise of digital audio advertising.

Through Bauer Media, small businesses can now:

Target by location
Reach listeners on smart speakers, mobile devices and apps
Layer digital audio alongside radio for added frequency
Reach people at specific moments in their day

This means small business advertising no longer has to be “one size fits all”. You can start locally, keep budgets manageable, and still reach exactly the right audience.

Audio makes your other marketing work harder

One of audio’s biggest strengths is how well it works with other channels.

Research from Radiocentre shows that radio advertising:

Increases website traffic
Drives branded search
Boosts the effectiveness of social media and online display

In simple terms, audio acts as a multiplier.

For small businesses already spending on search or social, audio helps ensure those channels perform better. Customers hear your brand first, then recognise it when they see it online. That familiarity increases trust and action.

Affordable, flexible and built for growth

Another outdated myth is that radio advertising is “only for big brands”.

In reality, small business advertising with Bauer Media is:

Flexible
Scalable
Budget-friendly

You can:

Start with a short, local campaign
Test what works
Build consistency over time
Scale up as your business grows

There’s no need for expensive video production, complicated creative assets or in-house marketing teams. Bauer Media’s creative experts handle everything – from scriptwriting to production – making audio simple and accessible for small businesses.

Sonic branding: a hidden advantage for small businesses

You don’t need a global budget to benefit from sonic branding.

Even a consistent voice, message or piece of music can help a small business:

Stand out from competitors
Be remembered more easily
Build familiarity and trust

Over time, listeners begin to recognise your brand before you even say your name. That kind of mental availability is something many small businesses struggle to achieve through digital ads alone – but audio does it naturally.

Small business advertising that feels human

Perhaps most importantly, audio is human.

It uses real voices, real emotion and real connection. In a world of crowded screens and scrolling thumbs, hearing a brand spoken aloud still cuts through.

For local and small businesses, that human connection is often the deciding factor. People don’t just buy from brands they see – they buy from brands they recognise, trust and remember.

Discover the audio advantage for your business

Audio isn’t a step backwards. It’s a smarter step forward.

In 2026, small business advertising needs channels that are trusted, effective and easy to manage. With Bauer Media, audio delivers all of that – combining the power of local radio with the precision of digital audio.

If you want your business to be heard, remembered and chosen, it’s time to get audio in the mix.

KISS is turning up the heat with the announcement that Nick Bright is joining the station, bringing one of the UK’s most exciting broadcast voices to the KISS line-up.

From Monday 2nd February, Nick takes over the 4–7pm afternoon show, a key listening slot for audiences winding down their day, commuting, or getting ready for the evening. It’s also a huge day for the station overall, marking the launch of the brand-new KISS Breakfast Show with Tyler West and Chloe Burrows.

For listeners, this is a bold new chapter. For advertisers, it’s a powerful opportunity.

Who is Nick Bright?

Nick Bright is a respected, high-energy broadcaster known for his deep connection to music, culture, and youth audiences. Formerly of BBC Radio 1Xtra, he’s built a reputation for authenticity, credibility, and bringing communities together through sound.

Speaking about the move, Nick said:

“This one feels big. KISS is – and has been – an iconic station for over 40 years now and I’m buzzing to be here. Can’t wait to get started.”

Paul Gerrard, KISS Content Director, added:

“Nick is a standout talent with a real presence on air. He’s all about the music, the culture and the audience – and he brings serious energy.”

That presence matters – because great presenters don’t just entertain, they hold attention.

Why this is a big moment for KISS

KISS is one of the UK’s most influential music brands, trusted by millions of listeners every week. With a refreshed breakfast show and Nick Bright leading afternoons, KISS is doubling down on what it does best:

Big personalities
Relevant music
Strong cultural connection
Loyal, highly engaged audiences

This combination keeps listening levels high during peak daytime hours – exactly when advertisers want to be heard.

What this means for local small businesses

If you’re a local or regional business, this isn’t just exciting radio news – it’s a commercial opportunity.

Through audioXi, small businesses can place their audio adverts directly within KISS listening, without needing a national budget.

With audioXi, advertisers can:

Appear on KISS across smart speakers, mobile apps, and digital streams
Target by location, age, interests, and listening behaviour
Reach audiences during high-attention shows like Nick Bright’s afternoon slot
Measure results with digital-style reporting, including impressions and actions

In simple terms: your advert plays where your customers are already listening.

The power of presenter-led environments

Shows fronted by strong presenters create trust and familiarity. When your business advert appears in that environment, it benefits from:

Higher attention and recall
A premium brand halo
A sense of relevance and credibility

Nick Bright’s arrival strengthens the afternoon schedule on KISS, making it an even more valuable space for local advertisers that want to be remembered, not skipped.

Big sound. Smart targeting.

You don’t need a huge budget to sound like a big brand. Audio advertising through KISS and audioXi allows local businesses to:

Sound professional and established
Reach hard-to-ignore audiences
Compete with larger brands on a trusted national station

With new voices, new energy, and millions of listeners, KISS is entering an exciting new era – and local advertisers can be part of it.

Thinking about advertising on KISS using audioXi?
We’ll help you plan, create, and target an audio campaign that works as hard as you do.

Pixel conversions help advertisers understand what happens after someone hears an audio advert. Rather than relying on assumptions or awareness alone, a tracking pixel shows whether audio advertising leads to real action.

What is a tracking pixel?

A tracking pixel is a small piece of code placed on an advertiser’s website. When a user completes a specific action, such as making a donation, submitting a form, or visiting a key page, the pixel records that action anonymously.

When used alongside digital audio campaigns, the pixel connects listening behaviour with online behaviour.

How pixel conversions work with audio advertising

When someone hears an audio advert on their smart speaker, mobile, or connected device, and later visits the advertiser’s website, the pixel can attribute that visit or action back to the audio campaign.

This means advertisers can see:

Whether audio advertising drove people to their website
Which locations responded best
Which devices performed strongest, such as smart speakers
When listeners were most likely to take action

All data is privacy-safe and GDPR compliant.

What a pixel conversion rate tells you

A pixel conversion rate shows the percentage of listeners who took a defined action after hearing an advert.

For example:

A 2% conversion rate means that 2 in every 100 exposed listeners completed a tracked action

Unlike clicks, which only measure immediate response, pixel conversions capture delayed behaviour, which is how people naturally respond to audio.

Why this matters for advertisers

Pixel conversions move audio advertising from “we think it worked” to “we know it worked”.

For advertisers, this means:

Clear proof that audio drives real outcomes
Confidence when investing budget into radio and digital audio
Smarter optimisation by location, device, and time of day
Stronger justification for repeat or increased spend

It also allows audio to be compared more fairly with other digital channels that already rely on conversion data.

Pixel tracking and Bauer Media

With Bauer Media digital audio campaigns, tracking pixels can be applied to measure outcomes such as:

Donations
Enquiries
Website visits
Ticket sales
Sign-ups or downloads

This gives advertisers transparent reporting while still benefiting from the trust, reach, and attention of audio.

In summary

Pixel conversions show what listeners do after they hear your advert. For advertisers, this means audio is no longer just a brand channel. It is a measurable, accountable performance channel that drives meaningful action.

Ready to find out more about Pixel Tracked Audio Campaigns?

If you’re searching for programmatic audio advertising, chances are you’re looking for a smarter, more targeted way to reach listeners, without the complexity often associated with digital advertising.

The good news?
This is exactly what Bauer Media offers.

Below, we answer the most common questions advertisers ask, clearly explaining how programmatic audio works and how Bauer Media makes it simple, measurable and effective for UK advertisers of all sizes.

What is programmatic audio advertising and how does it work?

Programmatic audio advertising is the automated buying and placement of audio ads using data and technology.

Instead of choosing a specific radio station or radio show, advertisers:

Define their target audience (location, age, interests, behaviour)
Set a budget and timeframe
Have ads delivered automatically to matching listeners across digital audio environments

At Bauer Media, this is delivered through audioXi – our digital audio solution that places your ads across trusted Bauer stations, apps, smart speakers and podcasts.

In short:
You target people, not platforms. And, we handle the rest – programmatically!

How can a small business start a programmatic audio campaign?

One of the biggest myths about programmatic audio is that it’s “only for big brands”.

In reality, it’s ideal for small and medium-sized businesses, because:

Budgets are flexible
Targeting reduces waste
Results are measurable

With Bauer Media, we:

Help define your audience and goals
Create your audio advert (script, voice, production)
Launch and optimise your campaign using audioXi
Provide clear post-campaign reporting

You don’t need in-house expertise or large budgets – just a clear objective. We take care of the rest.

Programmatic Audio Advertising in the UK: Your Questions Answered

How does programmatic audio compare to traditional radio advertising?

Traditional radio advertising:

Targets by station and time
Delivers broad reach
Builds strong brand awareness

Programmatic audio advertising:

Targets specific audiences
Runs across digital devices
Provides detailed reporting and attribution

With Bauer Media, advertisers don’t have to choose one or the other.
Programmatic audio complements radio, adding precision and measurement while retaining the emotional power audio is known for.

How does programmatic audio improve ad targeting compared to other channels?

Compared to display or social ads, programmatic audio:

Is less skippable – we have a 98% listen through rate. That means 98% of your impressions will hear your audio advert in full
Reaches people during daily routines (driving, exercising, relaxing)
Creates stronger emotional recall

audioXi enhances this by allowing:

Dynamic messaging by location or time
Contextual relevance across different listening environments
Smarter frequency control to avoid overexposure

Can programmatic audio be integrated with my existing digital marketing?

Yes – and this is where programmatic audio really shines.

audioXi campaigns can complement:

Paid social
Display
Video
Search campaigns

This creates a joined-up digital strategy, where audio reinforces visual messaging and helps brands stay top-of-mind across channels. In fact, we know that adding programmatic audio to your marketing campaigns can enhance results on other platforms. Radiocentre’s High Gain Audio research from September 2025 showed that campaigns allocating 15% of total media spend to audio saw a 5% uplift versus campaigns that didn’t include audio.

In summary: is Bauer Media a programmatic audio advertising provider?

Yes. Absolutely.

audioXi is Bauer Media’s programmatic digital audio advertising solution, designed to:

Make programmatic audio accessible
Deliver trusted, brand-safe reach
Provide clear, measurable results

If you’re searching for programmatic audio advertising in the UK, you’ve found it.

Speak to Bauer Media today and discover how programmatic audio can work for your business.

Audio has had a standout year and not just in audience terms. Listening is at record highs, and commercial listening across radio, podcasts and streaming is up 7% year-on-year. Even more telling for marketers: audio advertising revenue has continued to grow at a time when not every cross-platform channel can say the same.

Commercial radio has powered much of that momentum, still representing around 90% of ad-funded audio listening and reaching 40 million people every week. And RAJAR continues to show commercial radio strengthening its position, with Q3 results delivering a record 56% share of listening.

What’s behind the resilience? Audio’s “always on” strength (live, trusted, daily listening) plus the rapid expansion of digital audio; podcasts, visualised content, apps and smart speakers, has created more ways for brands to show up in the moments that matter.

Audio delivers: the ROI story got louder in 2025

A major driver of renewed confidence in audio has been clearer proof of performance.

In September, Radiocentre’s High Gain Audio work (developed with WPP Media, using Thinkbox Profit Ability 2 data covering 141 brands and £1.8bn of spend) separated out broadcast radio and digital audio advertising results. Both outperformed the all-media average for ROI.

Here are the headline figures shared in the research:

Full-term (two-year) profit ROI
- Digital audio: £5.20 returned for every £1
- Broadcast radio: £5.00 returned for every £1
- All-media average: £4.11
Short-term (three-month) profit ROI
- Digital audio: £2.70
- Broadcast radio: £2.30
- All-media average: £1.87

There was also a practical planning takeaway: campaigns allocating 15% of total media spend to audio saw a 5% uplift in overall short-term campaign ROI versus campaigns that didn’t include audio.

In plain English: audio isn’t just effective. It’s increasingly measurable, and it punches above its weight when used properly.

Digital audio got smarter (and more targetable)

This year also brought meaningful changes to how advertisers can buy and optimise digital audio — especially across Bauer’s ecosystem.

audioXi: a step-change in addressable audio

Bauer Media Audio UK rolled out audioXi in the UK, designed to use Bauer’s first-party data across its portfolio of audio and publishing brands to help advertisers reach audiences across live radio, podcasts and on-demand listening, with more control and smarter targeting.

audioXi Moments: reaching listeners “in the moment”

Later in the year, Bauer introduced audioXi Moments, adding “in-the-moment” insight-led targeting. The idea is simple but powerful: connect ads to what people are doing right now. For example, aligning to time of day, activity, or mindset, giving brands a more relevant way to land messages.

One line that captured the point perfectly at IAB Upfronts: audio reaches people in moments where other media can’t, commuting, cooking, working, training, unwinding, scrolling, or simply living with a soundtrack on.

Audio Advertising in 2025: ROI, Growth & Why Brands Chose Audio

Podcasts evolved into “shows” (and brands followed)

Podcasting didn’t just grow. It changed shape.

UK podcast ad spend hit £90m (up 8%) and global forecasts point toward $3bn. But the bigger shift has been consumption: podcasts increasingly live across audio + video + social + live events, which means advertisers now need campaigns designed to travel.

Video podcasts in particular accelerated the move from “episodes” to franchises, talent-led formats with communities, visual identity, and multiple touchpoints for brand partnerships.

Bauer leaned into this “show” era too, with big creator-led launches and a video-first approach showcased across the year from new podcast formats to talent extensions and visualised content built for discovery.

Bauer moments that shaped 2025 (and what they signal for brands)

Beyond industry trends, Bauer’s own 2025 story shows how audio brands build culture, trust and community, the things advertisers can’t buy with targeting alone.

Community impact at scale: Mission Christmas

On 23 December 2025, Mission Christmas announced an incredible £16.9 million raised, supporting 318,767 children, a 10% increase on the 2024 total. Across the campaign, presenters and stations including Hits Radio, Greatest Hits Radio, KISS, Magic Radio and Absolute Radio helped rally listeners nationwide, proving what audio can do when it mobilises communities.

Audience scale + momentum: RAJAR performance

Bauer Media Audio UK’s Q3 2025 RAJAR update reported 22.9m weekly listeners, with strong growth across multiple brands and genres and continued acceleration in connected listening via apps and smart speakers. For advertisers, that’s the sweet spot: mass reach plus more digital listening (and therefore more addressable opportunity).

Brand-building creativity: integrated campaigns and pop-ups

From big entertainment partnerships to innovative formats, Bauer activity across 2025 reinforced a consistent point: audio doesn’t have to be “just a spot.” With the right idea, it becomes branded entertainment that travels across platforms.

Trust, responsibility and the wider media conversation

At Future of Media London (6 November 2025), Bauer Media Advertising MD Simon Kilby took part in a session focused on responsibility, safety and trust in the digital ecosystem, a topic increasingly central to brand suitability and long-term effectiveness. The message for advertisers was clear: where your budget goes shapes the media environment and trusted, regulated spaces matter.

Talent + format evolution

2025 also brought major talent and schedule developments across Bauer brands, from breakfast show changes at KISS (including the Tyler West and Chloe Burrows announcement on 9 December) to Hits Radio’s network strategy and ongoing investment in personality-led content. For advertisers, that matters because distinctive talent drives attention, and attention drives results.

What this means for Hits Radio advertisers in 2026

The direction of travel is clear:

Audio is growing (and staying central in people’s daily routines).
ROI evidence is stronger than ever for both broadcast and digital audio.
Digital audio is more addressable and measurable, without losing the trust and brand safety that make radio powerful.
Podcasting is now cross-platform, opening up bigger creative canvases for brands.
Bauer and Hits Radio combine reach, personality and cultural relevance, with the ability to activate across on-air, digital, social and events.

If you’re planning 2026 campaigns, the opportunity isn’t choosing between “radio” and “digital audio” — it’s using both together to build fame, drive response, and show up in the moments your audience actually lives.

Podcast advertising has become one of the most effective ways for agencies to help brands connect with highly engaged audiences. Listeners actively choose content they trust and often spend 30–60 minutes per episode, giving podcasts something few other channels can genuinely deliver: attention.

Through Bauer Media, agencies can plan, buy, and measure podcast campaigns with confidence, alongside radio and digital audio, creating joined-up audio strategies that work harder for clients.

How can I start advertising my client’s business on popular podcasts?

Getting started with podcast advertising through Bauer Media is straightforward. Agencies can:

Select podcasts aligned to their client’s audience and brand values
Book host-read sponsorships or pre-recorded podcast ads
Combine podcast activity with radio and digital audio (audioXi) to extend reach and frequency

Because everything is managed centrally, agencies don’t need to negotiate with individual podcasters—making podcast advertising easier to plan, scale, and optimise.

What are the best platforms to buy podcast advertising spots?

For agencies, the most effective podcast platforms combine scale, targeting, and measurement.

Bauer Media’s podcast inventory includes premium, brand-safe shows built around trusted radio talent. These podcasts are distributed across Bauer’s audio network, including Rayo, as well as all major podcast players.

This gives agencies the same confidence and accountability they expect from other digital channels, while benefiting from the intimacy of podcast listening.

How much does it typically cost to advertise on a podcast?

Podcast advertising costs vary depending on:

Audience size
Ad format (host-read vs pre-recorded)
Campaign length
Targeting requirements

Most campaigns are priced using CPM (cost per thousand listens), which is often competitive with paid social or display. Budgets can be flexible for test-and-learn campaigns, while also scalable for national or niche activity.

Podcast advertising continues to attract agency investment because of its proven effectiveness:

27% incremental reach when added to other media (OnePulse)
60% higher ROI than any other marketing channel (Annalect)
95% of listeners take action after hearing a podcast ad (Attest)

Where can agencies connect with podcasts and podcasters?

Bauer Media provides agencies with direct access to its own podcast portfolio, offering both scale and premium, talent-led content in brand-safe environments. This simplifies buying, ensures quality control, and allows podcast activity to be planned alongside wider audio strategies.

What types of podcast ads work best for small and growing brands?

Some podcast formats consistently perform well across sectors:

Host-read ads – trusted, natural, and highly engaging
Mid-roll placements – embedded within the episode for maximum attention
Contextual sponsorships – aligned to the tone and subject of the podcast

Podcast advertising is particularly effective for:

Brand storytelling
Awareness and consideration campaigns
Driving search activity, site visits, and brand recall

Which podcast advertising services handle ad placement and tracking?

When buying podcast advertising through Bauer Media, agencies benefit from clear measurement and reporting, including:

Impressions and listens
Completion rates
Brand uplift and response metrics
Attribution alongside radio and digital audio campaigns

This makes podcast advertising measurable and accountable, fitting seamlessly into agency reporting frameworks.

Can I target specific audiences when advertising on podcasts?

Yes. Advanced targeting is one of the biggest advantages of podcast advertising today.

Agencies can target listeners by:

Podcast category or genre
Listener interests
Demographics
Geographic location
Context and mood

By combining podcast data with Bauer Media’s radio and digital audio insight, agencies can reach audiences who are genuinely receptive to the message.

How do I measure the success of podcast advertising campaigns?

Podcast advertising success is typically measured using:

Reach and frequency
Listen-through and completion rates
Brand recall and consideration studies
Website traffic, search uplift, and conversions

When podcasts are planned alongside radio and digital audio, agencies often see stronger cross-channel performance, making results easier to justify and scale.

Bauer Media podcasts agencies can advertise around

Bauer Media creates and distributes podcasts built around trusted personalities and loyal fanbases, including:

Brothers Uncovered
Popmaster
Pete Wicks: Man Made
Rise with Roxie
Pilot TV Podcast
The Empire Film Podcast
Sunday Roast: The Podcast
What’s My Age Again

These shows are available across Rayo and all major podcast platforms, offering agencies premium environments for their clients’ brands.

Why agencies choose Bauer Media for podcast advertising

In short, Bauer Media combines radio heritage, trusted talent, and digital innovation to help agencies deliver podcast advertising that works.

By bringing together:

Podcast advertising
Radio reach
Digital audio targeting

Agencies can put their clients into the conversation, wherever and however audiences choose to listen.

For local advertisers working with Bauer Media, this isn’t just a presenter change, it’s a timely opportunity to tap into renewed listener energy, cultural relevance, and smarter targeting through audioXi. Tyler West and Chloe Burrows will become the new hosts of KISS Breakfast from February 2026.

KISS is one of the UK’s most influential youth-focused radio brands, and when a flagship show like Breakfast evolves, it creates a natural moment of heightened attention. For brands investing in local audio advertising, this means stronger engagement, better recall, and a chance to connect with audiences when they are most alert and receptive.

Keeping KISS Culturally Relevant, and Why That Helps Advertisers

Tyler West and Chloe Burrows both bring strong cross-platform profiles spanning radio, TV, podcasts and social media. This helps KISS remain firmly embedded in youth culture, a crucial factor for brands wanting to stay relevant without feeling intrusive.

Advertising alongside culturally current content:

Builds trust through association
Increases message recall
Makes ads feel part of the listening experience, not interruptions

For businesses using local audio advertising, this relevance matters just as much as reach.

How audioXi Makes National Brands Work Locally

This is where audioXi changes the game.

With audioXi, local audio advertising doesn’t mean being limited to local stations alone. Instead, advertisers can place targeted audio ads within KISS listening, while controlling exactly who hears them.

That means a local business can:

Advertise within KISS Breakfast as part of audioXi targeting
Target specific locations, postcodes or regions
Reach audiences by age, interests, behaviours or life stage

You get the power of a national brand like KISS (and other Bauer Media owned statiosn), combined with the precision that local advertisers need.

Less Waste, More Relevance

Traditional advertising can involve paying for reach you don’t need. audioXi allows local audio advertising to be focused, efficient and measurable.

Benefits include:

Smarter use of smaller budgets
Reduced spend on irrelevant audiences
Clear reporting on impressions, reach, frequency and completion rates

This makes local audio advertising accessible not just to large brands, but to SMEs who want confidence that their budget is working hard.

Why Now Is a Smart Time to Start Advertising

Presenter launches are proven moments of increased listener attention. As Tyler West and Chloe Burrows take over KISS Breakfast in early 2026, listeners will be forming new habits and brands heard early benefit from becoming part of that routine.

For local advertisers, this creates a strong window to:

Launch new campaigns
Re-engage audiences at the start of the year
Build brand awareness quickly and memorably

Using local audio advertising during these moments helps brands cut through when attention is at its highest.

The Bigger Picture for Local Advertisers

This isn’t just a new breakfast show. It’s a reminder that local audio advertising has evolved.

Today’s advertisers don’t have to choose between:

National scale or local relevance
Big brands or small budgets
Awareness or accountability

With Bauer Media and audioXi, local audio advertising delivers all three.

Ready to Explore Local Audio Advertising?

If you’re considering local audio advertising and want to understand how audioXi could work for your business, speak to your local Bauer Media Account Manager. They’ll help you explore targeting options, budgets, creative ideas and results all tailored to your local area.

Local audio advertising isn’t just about being heard anymore.
It’s about being heard by the right people, in the right moments, on the brands they already love.

This year, you helped make those moments happen, through every campaign, every listener, and every shared story.

From festive messages to Mission Christmas, and the countless ways local businesses made themselves heard, 2025 truly sounded incredible.

Now, as the year comes to a close, we just want to say thank you for being part of the Hits Radio family and helping us bring communities together through sound.

Watch our short festive video celebrating the people, stories and businesses that made this year so memorable…