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…
Thank you and we look forward to working with you next year!
As the year draws to a close, many businesses start preparing for January’s recruitment push. It’s a familiar cycle: fresh budgets, new growth targets, and teams ready to expand. But while most employers wait until the new year to advertise, the smartest brands are already getting ahead of the competition — and they’re doing it with audio.
The End of the Year is the Start of New Thinking
For candidates, the festive period is a moment of reflection. People reflect on their current roles, re-evaluate priorities, and start thinking about change. By December, searches for new jobs and training opportunities begin to rise steadily and by early January, applications surge.
That means the most effective recruitment campaigns are the ones that start early. By running advertising now, your brand can:
Build awareness before competitors launch their campaigns.
Reach people as they start considering their next move, not once they’ve already applied elsewhere.
Position your company as forward-thinking and ready to grow in 2026.
This period isn’t downtime — it’s the decision-making window.
Why Audio Advertising Works for Recruitment
Audio is trusted, personal and always on, making it one of the most effective ways to reach potential candidates while they’re thinking about what’s next.
People tune in throughout their day: during commutes, at work, while exercising, or winding down at home. That means your recruitment message reaches them in moments when they’re relaxed, reflective, and open to new ideas.
And many of those listeners are already thinking about their next step. Around 1 million Bauer listeners expect to change job in the next 12 months — 28% more likely than the national average to do so.
Radio’s influence goes beyond reach. According to Radiocentre data, radio advertising delivers strong engagement, with an average ROI of £5 for every £1 spent(Radiocentre 2025). It’s also one of the UK’s most trusted media channels, with 61% of listeners saying they trust radio more than other platforms (Radiocentre, 2020).
For recruitment, this trust matters. Candidates are more likely to engage with a company they’ve heard about in a credible, familiar environment.
Why Bauer Media Audio
Bauer Media Audio is home to some of the UK’s most trusted and loved radio stations, including Magic, KISS, Hits Radio, Greatest Hits Radio, and Absolute Radio.
Through audioXi, Bauer’s digital audio network, campaigns can extend across podcasts, connected devices, and smart speakers, combining mass reach with precision targeting.
That means you can tailor messaging by region, demographic, or even time of day, ensuring your recruitment campaign speaks directly to the right people, in the right place, at the right moment.
Whether your focus is national growth or regional hiring, Bauer Media Audio helps businesses connect with the audiences that matter — trusted, engaged listeners who are already thinking about what’s next.
Go Further with audioXi’s Precision Targeting
With audioXi, Bauer Media’s advanced digital audio network, you can refine your recruitment campaigns even further, ensuring your message reaches exactly the right type of candidate. Whether you’re hiring locally, filling specialist trade roles, or attracting graduates, audioXi’s audience targeting allows you to connect directly with listeners who match your ideal profile.
Here are some of the most effective audioXi audience segments for recruitment campaigns:
Home Workers: Remote or hybrid roles, customer service, tech support Students: Apprenticeships, internships, hospitality, retail, graduate opportunities Parenting and Families: Flexible or part-time work, education, care, retail Business Decision Makers: B2B recruitment, leadership roles, recruitment agencies Health and Wellbeing: Healthcare, fitness, community and care roles Commuters / Rail Commuters: Office-based and city-centre roles Tech Enthusiasts / Gamers: IT, digital, gaming, and creative industries Skilled Trades and Construction: Reaches listeners working in or interested in trades, construction, logistics, and manual work.
By selecting the right combination of these audiences, your recruitment campaigns can deliver high-quality applications faster and more efficiently — ensuring your roles are heard by the people most likely to apply.
Listen To Our Audio Examples
Building Awareness That Lasts
Strong recruitment isn’t built overnight. The most effective campaigns are those that earn attention and trust over time.
By integrating audio into your recruitment strategy, you can keep your brand in front of engaged listeners who are already thinking about their next opportunity.
Create awareness today that turns into consideration tomorrow — with Bauer Media Audio and audioXi.
The festive season is one of the most powerful times of the year to advertise and this year, Bauer Media is giving businesses an extra reason to be heard.
Book your Digital Audio Campaign with audioXi in November or December 2025, and you’ll receive a 10% free impression uplift as part of our XiMas offer. Campaigns can go live any time up to March 2026, making this the perfect time to plan ahead and kick-start the new year with extra reach and impact.
Bauer Insights (Christmas 2024) reveal that radio listening remains strong and in many cases, increases throughout the festive season:
42% listen to the radio on their way to do Christmas shopping
17% listened to more radio in 2024 than in 2023
57% say they start listening to Christmas radio earlier each year
22% listen to the radio every day over Christmas, and 79% listen most days
When people are shopping, driving, wrapping gifts, or preparing food, they’re listening and that means your brand message can be part of the soundtrack to their Christmas when you book a Digital Audio Campaign.
Why Choose audioXi for Your Festive Digital Audio Campaign
audioXi is Bauer Media’s advanced Digital Audio advertising platform, combining the power of radio with the precision of digital targeting.
audioXi delivers your campaign across trusted Bauer Media brands such as Hits Radio, Greatest Hits Radio, Magic, KISS, and Absolute Radio, as well as premium podcasts and connected devices.
Your campaign can target listeners by location, behaviour, or interest, reaching them on smart speakers, mobiles, tablets, or in-car devices and every campaign includes real-time reporting and conversion tracking to measure performance.
This makes audioXi ideal for local advertisers, ensuring your message reaches the right people at the right time whether they’re listening at home, at work, or in the car.
The XiMas Offer: More for Your Money
When you book a new Digital Audio Campaign this November or December, you’ll automatically receive 10% more impressions free of charge.
That means more listeners, more impact, and more value for the same spend. And because campaigns can go live up to March 2026, you can lock in this offer now and start the new year strong.
Audio remains one of the most trusted, effective, and memorable advertising mediums. Radiocentre data shows that radio delivers £5 in return for every £1 spent, outperforming most other forms of advertising.
Listeners are highly engaged with audio content, 27% remember adverts long after hearing them, and 29% go on to look for more information after exposure to a radio ad.
This makes audioXi a uniquely powerful space for advertisers who want to connect emotionally and drive action at scale.
Bauer Media Leads the Digital Audio Market
According to RAJAR Q3 2025, Bauer continues to outperform the industry average in digital listening:
“Bauer continues to lead the digital audio space, with 33% of listening via connected devices (vs. 30% industry average). We also reach over 5.8 million weekly listeners through smart speakers, and we’re proud to be home to three of the UK’s top five digital-only commercial stations — KISSTORY, Absolute Radio, and Absolute 80s.”
With 83% of Bauer’s audience listening via digital devices, 9% higher than the industry standard, advertisers can trust Bauer to deliver quality, scale, and data-driven results.
Book Before 31 December 2025
Don’t miss this opportunity to reach audiences at the most active and emotionally engaged time of year.
Book and sign off your Digital Audio Campaign in November or December 2025 Campaigns can go live anytime up to March 2026 Automatically receive a 10% free impression uplift Applies to impressions only (not monetary discounts)
Make your message heard this Christmas and start 2026 with extra reach. Contact us today to find out more and get started.
In today’s competitive job market, reaching the right candidates requires strategic advertising choices. Bauer Media’s audio and digital audio platforms offer unparalleled opportunities to connect with active job seekers and recent graduates. Here’s why integrating Bauer Media into your recruitment strategy can drive quality candidate applications.
Targeted Reach to Active Job Seekers
Recent data from TGI GB 2025 February reveals that a significant portion of Bauer Media’s audience is engaged in career transitions:
Over 1 million Bauer listeners expect to change jobs within the next 12 months.
173,000 Bauer listeners expect to be made redundant from work in the next 12 months.
428,000 Bauer listeners are set to graduate from university soon. (TGI:October 2025)
This data underscores the potential to connect with individuals actively seeking new opportunities.
The Effectiveness of Radio Advertising
Radio advertising has proven to be a powerful tool in influencing consumer behaviour:
Increased Brand Engagement: Exposure to radio advertising boosts brand browsing by an average of 52%, making it four times more cost-effective at driving online engagement than other media. (Source: Radiocentre)
Enhanced Ad Awareness: Radio advertising drives ad awareness by up to 50%, with positive post-campaign uplifts observed across various metrics, including brand relevance and trust. (Source: themedialeader.com)
Boosted Online Traffic: Radio advertising can increase daily web sessions by 9%, highlighting its effectiveness in performance marketing campaigns. (Source: radiotoday.co.uk)
Building Trust Through Radio
Trust is a crucial factor in advertising effectiveness:
Trusted News Source: 77% of Brits consider radio a trusted source of national news, reinforcing its credibility. radiocentre.org
High Trust Levels: In the UK, 61% of the population expresses trust in radio, making it the most trusted medium compared to others like TV and press. radiocenter.org
Local Engagement with National Brands
Bauer Media’s portfolio of national radio stations allows brands like yours, to connect with local audiences effectively:
Localised Advertising: Through its diverse range of stations, Bauer Media offer localised Radio and targeted Digital Audio advertising campaigns. To ensure you reach the audiences that matter to you!
Extensive Reach: According to recent RAJAR data, around 50 million people in the UK listen to the radio every week, which represents roughly 88% of the adult population. (Source: RAJAR)
Go Further with audioXi’s Precision Targeting
With audioXi, Bauer Media’s advanced digital audio network, you can refine your recruitment campaigns even further, ensuring your message reaches exactly the right type of candidate. Whether you’re hiring locally, filling specialist trade roles, or attracting graduates, audioXi’s audience targeting allows you to connect directly with listeners who match your ideal profile.
Here are some of the most effective audioXi audience segments for recruitment campaigns:
Home Workers: Remote or hybrid roles, customer service, tech support Students: Apprenticeships, internships, hospitality, retail, graduate opportunities Parenting and Families: Flexible or part-time work, education, care, retail Business Decision Makers: B2B recruitment, leadership roles, recruitment agencies Health and Wellbeing: Healthcare, fitness, community and care roles Commuters / Rail Commuters: Office-based and city-centre roles Tech Enthusiasts / Gamers: IT, digital, gaming, and creative industries Skilled Trades and Construction: Reaches listeners working in or interested in trades, construction, logistics, and manual work.
By selecting the right combination of these audiences, your recruitment campaigns can deliver high-quality applications faster and more efficiently — ensuring your roles are heard by the people most likely to apply.
Amplify Your Recruitment Efforts with Bauer Media
Integrating Bauer Media’s audio and digital audio advertising into your recruitment strategy offers:
Targeted Access: Reach active job seekers, recent graduates, and individuals considering career changes.
Enhanced Credibility: Leverage radio’s trusted status to build confidence in your employer brand.
Measurable Impact: Utilise radio’s proven effectiveness in driving online engagement and increasing ad awareness.
Ready to get your recruitment campaigns are heard by the right people, at the right time, through the most trusted medium?
As the days grow shorter and the temperature drops, millions of people across the UK are already dreaming of their next summer holiday.
Searches for holidays, sunshine breaks, and family getaways surge through the winter months, long before the first beach towel hits the sand.
For hospitality and travel brands, this is the moment to speak up. And the smartest way to do it? Through the power of radio and digital audio.
Audio: The Soundtrack to Planning Summer Holidays
Even in the middle of winter, listeners are thinking about where they’ll go next, from family beach holidays to city adventures and summer festivals.
Radio fits naturally into that moment. It’s trusted, familiar, and woven into people’s everyday routines — during commutes, while cooking, or winding down at home.
Listeners aren’t just hearing; they’re imagining. Sound has a unique way of transporting us, it can spark excitement, create calm, or bring to life the feeling of stepping into the sun.
Why this matters for summer holiday campaigns:
Listeners are in research mode: January and February are peak months for holiday searches and bookings.
Audio evokes emotion: The right soundtrack can make people feel the sun before they even see it.
Trust drives action: Radio presenters and brands have long-standing credibility — listeners act on what they hear.
When people start dreaming of beaches in winter, audio helps turn those dreams into bookings.
Why Bauer Media Audio?
Bauer Media Audio is home to some of the UK’s most loved and trusted audio brands, including Magic, KISS, Hits Radio, Greatest Hits Radio, Absolute Radio, reaching millions of adults every week across the UK.
Through audioXi, Bauer’s digital audio network, you can extend that reach even further across connected devices, podcasts, and smart speakers, giving campaigns both scale and precision.
And importantly, listeners are already in a travel mindset:
10.3 million Bauer listeners (59% of our audience) are planning a holiday or short break in the next 12 months — 15% more likely than the national average (TGI,2025).
By communicating during the colder months, you can engage these audiences when they’re inspired to plan ahead — long before they hit “book now.”
Why Plan Summer Campaigns in Winter?
Many travel and hospitality brands wait until spring to launch campaigns — but by then, the decision-making window has already narrowed. The early planners have researched, compared, and booked.
Advertising on radio now means you reach customers before they’ve decided, when they’re most open to influence.
Here’s why early audio advertising works:
Builds brand recall early: Stay top of mind through the planning phase.
Drives website visits during peak search months.
Aligns perfectly with the emotional mindset of “escape” and “reward.“
Dynamic Creative: Right Message, Right Moment
With Dynamic Creative through Bauer’s audioXi, you can tailor messaging automatically by:
Location: Promote regional airports or destinations.
Weather: Switch creative when the frost hits or the rain pours.
Time: Catch morning commuters or evening dreamers planning online.
Your message becomes more than an ad — it becomes a timely nudge to book the trip they’re already picturing.
Be the Brand They Remember When Summer Arrives
When the cold nights make people crave sunshine, your message should be the one they hear. Because by the time the sun comes out, their plans are already made.
So, this winter:
Inspire future travellers.
Drive early bookings.
Build long-term brand warmth.
Partner with Bauer Media Audio and audioXi to reach audiences planning their next adventure — and make sure when they hit “book now,” it’s your brand they remember.
Start your campaign today and let your summer success story begin this winter.
Book a Digital Audio Campaign before Christmas 2025 and receive 10% more impressions. Completely free.
This November and December 2025, Bauer Media is giving advertisers an early gift. More reach for their money. Every new audioXi Digital Audio Campaign booked before 24th December 2025 will receive a 10% free impression uplift, helping your brand connect with more listeners at no extra cost.
Whether you’re planning a festive push, a New Year sale, or getting ahead for 2026, this limited-time offer means your Digital Audio Campaign will go further and deliver even stronger results.
How It Works
When you book a Digital Audio Campaign this November or December, you’ll automatically receive 10% additional impressions free of charge. No extra steps required.
Why Choose audioXi
audioXi is Bauer Media’s advanced Digital Audio advertising platform, helping your business reach the right audience in the right moments.
Your ads are heard across trusted Bauer Media brands such as KISS, Magic, Hits Radio, Absolute Radio, and Greatest Hits Radio, as well as premium podcasts and connected devices, including smart speakers, mobiles, tablets, and in-car listening.
audioXi combines first-party Bauer data with precision targeting based on location, interests, and behaviour, giving your Digital Audio Campaign the best chance to be heard by the people who matter most.
Proven Results
Advertisers using audioXi see measurable impact across every Digital Audio Campaign, thanks to advanced targeting, data insights, and conversion tracking.
+80% uplift in click-through rate when audio is combined with digital retargeting
6x increase in engagement across multi-platform campaigns
98% average listen-through rate
£5 return on investment for every £1 spent (Radiocentre)
Now, with an extra 10% free impressions, your Digital Audio Campaign will reach even more listeners.
Ready to Make Your Message Heard?
End the year with extra impact. Book your Digital Audio Campaign today and receive 10% more impressions free with Bauer Media’s audioXi.
Get in touch with our team to find out how audioXi can amplify your advertising this festive season.
As the nights draw in and the festive season approaches, people begin searching for that perfect winter break, a cosy cottage getaway, a luxury spa weekend, or a family city break. For businesses in the hospitality and travel industry, this is a golden opportunity to connect with audiences who are not just dreaming, but actively planning their next adventure.
But in a world overflowing with digital noise, how do you make your offer stand out and stay remembered?
That’s where radio advertising — especially through Bauer Media Audio — truly shines.
Radio: The Companion of the Season
Winter is a time when people slow down, nestle in, and turn to comforting routines — and radio is part of those rituals. Whether it’s during the morning commute, wrapping presents, or cooking Sunday lunch, audio connects in a deeply personal way.
Unlike a fleeting online ad, radio becomes part of people’s daily lives. It’s trusted, familiar, and emotionally engaging. Listeners aren’t just hearing; they’re feeling the message.
Why this matters for winter travel and hospitality:
People listen longer in colder months, spending more time indoors or in cars.
Audio evokes warmth, nostalgia, and excitement — the perfect emotional cues for seasonal travel marketing.
Listeners often multitask, meaning your message can reach them while they’re browsing for getaways online.
In short: radio meets your audience right when they’re dreaming of a break.
Why Bauer Media Audio?
Bauer Media Audio is home to some of the UK’s most loved radio brands, including, Hits Radio, Absolute Radio, Magic, KISS and Greatest Hits Radio, and these brands reach millions of listeners every week across the UK.
Through audioXi, Bauer’s digital audio network, your campaign can go even further, targeting listeners based on location, demographics, interests, and intent.
And crucially, our audiences aren’t just listening — they’re travelling.
4.6 million Bauer listeners went on holiday between October and December last year — they’re 16% more likely than the national average to have done so.
398,000 Bauer listeners have been on skiing or winter sports holidays in the last 12 months — that’s 97% more likely than the national average.
10.3 million Bauer listeners are planning a holiday or short break in the next year — they’re 15% more likely than average to be doing so (TGI:2025).
The Benefits of Radio Advertising for the Travel Sector
Radio doesn’t just reach; it resonates. Here’s why it works so effectively for hospitality and travel brands:
High Trust & Brand Warmth: Listeners feel a genuine bond with their favourite presenters and stations. When your brand advertises there, you borrow that trust.
Immediate Imagination: Sound activates imagery faster than sight, ideal for painting a picture of log fires, snow-dusted hills, or ocean views.
Cost-Effective Reach: Radio offers broad exposure at a fraction of the cost of TV or print.
Targeted Precision: With audioXi, you can tailor ads by geography, demographics, time of day, or even weather.
Proven ROI: Studies show audio campaigns deliver strong returns, according to Radiocentre, digital audio returns £5.20 for every £1 spent, while broadcast radio delivers £5.00 for every £1, both significantly beating the all-media average of £ 4.11 (Radiocentre).
Seasonal Storytelling That Works For Winter Breaks
The most effective winter campaigns don’t just promote a place — they tell a story people want to be part of. In a season defined by emotion, sound is your strongest storytelling tool.
Radio lets you paint vivid pictures in listeners’ minds, the crackle of a log fire, laughter over dinner or the crunch of fresh snow, without relying on visuals. That emotional connection is what turns awareness into action.
With Bauer Media Audio, you can use Dynamic Creative to make your campaign responsive and relevant in real time:
Reference the listener’s world: mention local weather, travel times, or regional events.
Adapt to context: change messaging by time of day or device — from morning commutes to evening unwind moments.
Speak to specific audiences: tailor tone and content for couples, families, or solo travellers.
The result? Campaigns that feel personal and timely, inspiring listeners to picture themselves in your destination and take the next step to book.
Radio doesn’t just reach audiences; it sparks imagination and drives intent. That’s storytelling that works.
In Summary
As travellers start planning their winter escapes, radio offers something no other medium can — the ability to connect emotionally, locally, and instantly.
With Bauer Media Audio and audioXi, your campaigns can:
Reach audiences across trusted national stations.
Adapt messaging in real time through Dynamic Creative.
Inspire imagination and action in moments that matter most.
Radio isn’t just about being heard, it’s about staying remembered.
By blending storytelling, personalisation, and proven effectiveness, you can turn seasonal curiosity into real bookings and long-term loyalty.
The latest RAJAR results (Q3 2025) show that radio remains a trusted, consistent part of daily life across the UK, with 86% of adults tuning in every week.
With 21.4 million weekly listeners across Bauer stations, our brands continue to connect with audiences at scale, on air, online, and through smart speakers.
Digital Listening: Bauer Leads the Way
Listening habits continue to evolve, and Bauer remains ahead of the curve. 83% of Bauer’s audience listens via digital devices, 9% above the industry average, highlighting our leadership in the digital audio space.
A growing share of our listening (33%) now comes from connected devices such as smart speakers and mobile apps, outperforming the market average. We now reach 5.8 million people every week through smart speakers, showing how radio remains central to modern, multi-device listening habits.
Bauer is also proud to be home to three of the UK’s top five digital-only commercial stations; KISSTORY, Absolute Radio, and Absolute 80s.
Greatest Hits Radio continues to deliver strong, stable reach with 6.2 million weekly listeners. Breakfast with Rossie remains a standout performer, continuing to be one of the UK’s most listened-to commercial breakfast shows.
Hits Radio Network
The Hits Radio Network reaches 6.9 million listeners every week, maintaining a powerful national footprint and growing digital engagement.
Absolute Radio Network
The Absolute Radio Network reaches 5.5 million weekly listeners, with Absolute Radio 00s celebrating a record high of 478,000 and the main station up year-on-year.
Magic Radio Network
The Magic Radio Network now attracts 3.5 million listeners, delivering 19.6 million listening hours, up quarter-on-quarter, reflecting its continued appeal as the home of feel-good favourites.
KISS Network
The KISS Network engages 3.5 million weekly listeners, with KISSTORY up 6% quarter-on-quarter and now the biggest commercial digital-only station in the UK.
What This Means for Advertisers
These latest RAJAR results underline why advertisers continue to choose Bauer Media:
Reach: Over 21.4 million weekly listeners across trusted brands.
Engagement: Radio remains an active, companion medium, reaching audiences throughout their day.
Innovation: Bauer’s digital audio offering gives advertisers targeted, measurable ways to connect across devices.
Trust: Our stations continue to rank among the most reliable and positive media environments for brands.
Partner with Bauer
Whether you’re looking to build awareness, drive response, or reach digital-first listeners, Bauer Media offers an unrivalled combination of scale, trust, and innovation across both traditional and digital audio.
Get in touch with our team to explore how we can turn listener attention into brand action.
As the UK’s new HFSS regulations (High in Fat, Salt and Sugar) take effect, brands across the food and drink industry are preparing for one of the most significant shifts in modern marketing. From October 2025, in-store promotions such as “3-for-2” offers and aisle-end displays will be restricted. But that’s not all, advertising restrictions are also coming that will reshape how brands promote their products on TV and online.
Why Audio Matters for Food Advertising After HFSS
For decades, supermarkets have been the battleground for food advertising. In-store signage, volume-based promotions, and online placement have all played major roles in driving impulse purchases. But with HFSS regulations restricting these levers, brands now need to influence shoppers earlier in their buying journey.
That’s where audio advertising comes in.
Whether through traditional radio or digital audio, the medium reaches listeners in trusted, habitual moments, when they’re in the car, cooking, commuting, or relaxing at home. It’s a moment of one-to-one attention, not one-to-many clutter. And crucially, audio advertising isn’t covered by the HFSS bans.
Instead of relying on shelf visibility or discount pricing, brands can build awareness, reinforce familiarity, and stay front-of-mind, compliantly and effectively.
Introducing audioXi: Precision Targeting for Food Advertising
Bauer Media’s audioXi platform gives advertisers the ability to blend the emotional impact of sound with the precision of digital targeting. It allows brands to reach specific audience groups based on lifestyle, interests, and even where they shop.
For food and drink brands facing HFSS restrictions, this targeting power is invaluable. It helps you stay connected with the very audiences who used to be influenced by in-store or online promotions, now reached through sound instead of sight.
Shopper Audiences: A New Way to Reach Food Buyers
audioXi offers supermarket shopper audiences, allowing brands to target listeners who shop at specific retailers. This is a game-changer for food advertisers who want to maintain visibility with supermarket consumers in a compliant way.
Here’s how each audience can be leveraged:
Tesco Shoppers
Tesco remains the UK’s biggest supermarket, home to millions of weekly shoppers. Targeting this audience through audio helps brands that once relied on in-store visibility continue to build awareness.
Sainsbury’s Shoppers
Sainsbury’s attracts ABC1 households and family shoppers. Food advertising aimed at this audience can emphasise quality, sustainability, or indulgence — perfect for brands repositioning their products after HFSS restrictions take effect.
M&S Shoppers
Affluent and brand-loyal, M&S customers appreciate quality and provenance. HFSS brands can connect with this audience through audio storytelling that focuses on craftsmanship and care.
Waitrose Shoppers
Health-conscious and values-driven, Waitrose shoppers respond well to messages about natural ingredients, balance, and sustainability.
Aldi Shoppers
Aldi’s customer base values affordability without compromise. With multibuy offers restricted, food advertising can shift toward simple value messages: great taste, fair price, everyday enjoyment.
Lidl Shoppers
Younger, value-driven, and regionally diverse, Lidl shoppers are highly responsive to local or seasonal messages.
Asda Shoppers
A broad, family-focused demographic that values familiarity and trust.
Morrisons Shoppers
Known for loyalty and appreciation of British produce, Morrisons shoppers respond to authenticity and community.
Why Shopper Targeting Works for HFSS-Affected Brands
With HFSS restrictions removing many of the traditional “visual” triggers for purchase, audio targeting restores the emotional and habitual connection between consumer and brand.
Through audioXi, advertisers can:
Reach shoppers before they buy — influencing decision-making early in the day.
Target by supermarket — keeping your message relevant to where your products are stocked.
Combine broadcast and digital audio — pairing emotional storytelling with precision targeting.
Stay compliant — avoiding the limitations now applied to TV, online, and in-store advertising.
The result? Brand awareness that doesn’t just reach, it resonates.
The Future of Food Advertising: Heard, Not Seen
The HFSS regulations are set to reshape how food and drink brands communicate. From 1 October 2025, voluntary compliance with TV and online ad restrictions will begin. From 5 January 2026, those restrictions become law, banning TV ads for less healthy products before 9 pm and all paid online ads 24/7.
But while the way brands are seen will change, the way they’re heard remains wide open. Through radio and digital audio and with the targeting power of audioXi’s supermarket shopper audiences food advertisers can stay front-of-mind, compliant, and creative.
Because in a world where you can’t stand out on the shelf, it’s time to stand out through sound. Your voice is your new shelf space. Use it wisely.
In today’s fast-moving digital landscape, standing out isn’t just about being heard, it’s about being remembered. With audioXi, you can combine the precision of digital targeting with the emotional impact of audio storytelling. Add Dynamic Creative into the mix, and your campaign doesn’t just reach people, it resonates with them on a personal level.
Why Audio Advertising Works Harder
We know from neuroscience that sound has a direct line to memory and emotion:
Audio reaches the brain in just 0.05 seconds — faster than any other sense.
Ads that use sound stimulate the hippocampus, the brain’s memory centre, leading to an average 22% increase in recall.
Radio ads drive 60% more emotional engagement than other audio formats.
That means your brand message isn’t just background noise — it’s something people remember, act on, and feel.
What Is audioXi?
audioXi – Bauer Media’s enhanced digital audio offering– connects advertisers to millions of listeners across podcasts, music streaming services, and Bauer’s own iconic radio brands, including Greatest Hits Radio, Absolute, KISS, Magic and Hits Radio.
With audioXi, you can:
Reach audiences precisely: By postcode, region, or lifestyle.
Target smarter: By demographics, interests, or even time of day.
Measure impact: With detailed data on who listened, where, and when.
It’s simple to launch a campaign, whether you’re promoting a seasonal sale in Scarborough or opening a new store in Southampton.
What Is Dynamic Creative?
Dynamic Creative takes your audio campaign to the next level. Instead of one static ad, your message adapts in real timeto who’s listening and where they are.
Examples of Dynamic Creative in action:
Geolocation: “Find us on Oxford Street — just five minutes away!”
Weather-based: “It’s a perfect day for an iced coffee — pop into our café now.”
Time and day: “Heading home this Friday evening? Order your weekend takeaway online.”
Device-specific: “On your mobile? Tap now to unlock your offer.”
Demographics: A message for busy parents in Preston, or first-time buyers in Falmouth.
Personalisation works. In fact, 89% of marketers see positive ROI when they use personalised creative in campaigns (Bo Guo, Zhi-Bin Jiang: 2023).
The Power of Combining audioXi + Dynamic Creative for Audio Advertising
When you bring these two together, you get precision targeting plus personalised messaging. That’s a winning combination.
Imagine this scenario:
You run a local restaurant chain.
Through audioXi, you target hungry commuters in Manchester between 5–7pm.
With Dynamic Creative, your ad references both the time (“dinner’s sorted tonight”) and the weather (“warm up with our spicy ramen on a rainy evening”).
The result? An ad that feels like it was made just for the listener — increasing engagement, recall, ROI and footfall.
Why Invest in Creativity?
Research shows that creative quality drives results. Shifting more budget into creative development can deliver greater impact than simply buying more airtime. With Dynamic Creative, you’re not just buying reach, you’re building relevance.
Benefits include:
Higher engagement – listeners lean in to ads that feel personal.
Better recall – personalised ads stick in memory longer.
Improved conversion – geotargeted or time-relevant ads can boost sales by up to 30%.
Choose your area – target nationally, regionally, or hyper-locally.
Define your audience – by age, gender, lifestyle, or behaviours.
Add Dynamic Creative – tailor your message to the context of the listener.
Launch and measure – get real-time insights into performance.
Our team will help you design a campaign that maximises creativity, effectiveness, and return on investment.
Ready to Hear the Difference?
Dynamic Creative and audioXi give you the tools to make audio advertising smarter, sharper, and more engaging. Whether you’re a local business looking to reach your community, or a growing brand wanting to scale nationally, Bauer Media can help you craft campaigns that connect — and convert.
Get in touch today to start building your personalised audio advertising campaign with Bauer Media.
October is almost here, and with it comes one of the most important moments in the education calendar.
Across the UK, families are booking open days, visiting campuses, and making decisions that will shape their future. For schools, colleges and universities, there’s no time to waste. Getting the right students and parents through your doors depends on being seen and heard now.
The challenge? Every institution is competing for attention. The solution? Reaching families quickly, frequently and through trusted voices they already listen to. That’s where Bauer Media comes in.
Why October Open Days Can’t Wait
Parents and students are already deep into research. By October, they are:
Shortlisting schools, colleges and universities
Comparing facilities, teaching quality and activities
Actively booking open days to find the right fit
Discussing their choices with teachers, friends and family
If your open day isn’t visible now, you risk missing out on motivated audiences who are ready to engage.
Why Radio and audioXi Work for Education Marketing
Advertising your open days requires channels that work quickly, build trust naturally and deliver real reach. Bauer Media’s radio and digital platforms are designed to do exactly that.
Trusted by Families Every Day
Radio is part of daily routines. From the school run to the drive home, parents rely on familiar voices. When they hear your open day message in that trusted setting, they’re more likely to act.
Precision Targeting with audioXi
With audioXi, our enhanced digital audio platform, you can reach families quickly and directly. Target by postcode, demographics and behaviours to ensure your message lands with households in your catchment area.
Engaged and Responsive Audiences
Bauer reaches 21.8 million listeners every week across KISS, Magic, Absolute, Hits Radio and Greatest Hits Radio. These audiences are loyal, attentive and proven to act on relevant, timely offers.
Case Study: How AudioXi Doubled Open Day Registrations
We recently worked with one institution looking to boost attendance for their open day using a fast turnaround audioXi campaign. The results were record breaking:
Registrations more than doubled compared to the college’s previous busiest open day
An estimated 60% increase in registrations attributed to audioXi
The marketing team immediately sought metrics to replicate the success for their next event
The campaign engaged precisely the audience most likely to attend — families in the region, prospective students, and parents seeking information
This case shows the power of Audio Advertising for Student Recruitment in reaching new audiences and driving real, measurable results. By introducing audioXi to their marketing mix, Leeds College of Building achieved record-breaking open day registrations without changing any other part of their campaign.
Bauer’s audience includes millions of parents with children at every stage of education. These are exactly the families making decisions about schools, colleges and universities right now.
4.6 million listeners are parents with children aged 3–18 — 24% more likely than the national average
1.2 million listeners are parents with children aged 16–18 — 28% more likely than the national average
1.8 million listeners have children aged 19–25 — 35% more likely than the national average
218,000 listeners expect a child to start university in the next 12 months — 60% more likely than the national average
With Bauer Media, you’re not just reaching a broad audience — you’re connecting directly with parents and families actively planning their next step in education.
Act Now to Secure Attendance
October is weeks away. Families are booking, comparing and making their choices now. If your open day isn’t on their radar, another institution will be. Acting quickly ensures:
Parents know about your open day before it’s too late
Students feel excited to visit your campus
Your institution becomes the clear first choice
Make Your October Open Day Unmissable
October open days are too important to risk low attendance. With Bauer Media, you can launch a fast, effective campaign that reaches the right families at the right time.
Contact Bauer Media today and we’ll help you build a campaign that delivers attendance, engagement and results, right when you need them most.
In today’s world of endless distractions, businesses face a challenge: how do you capture attention when consumers are constantly scrolling, swiping, and switching off? From TikTok to Netflix, audiences are bombarded with content and the average attention span is shrinking fast.
The good news? Local Audio Advertising cuts through the noise like nothing else.
Research shows that sound is processed by the brain up to 22% faster than visuals (The Media Leader, 2025), giving brands precious seconds to make a lasting impact. For local businesses, that can mean the difference between being noticed or forgotten.
Music is the Ad
The power of music in advertising is undeniable. Each year, John Lewis’ Christmas campaigns become cultural moments as much for their soundtracks as their storytelling.
But it’s not just big brands with big budgets that can use music to their advantage. Local businesses can harness the same principle. By pairing trusted local voices with distinctive music or sonic ident, your brand can become instantly recognisable in your community.
At Bauer Media, our in-house creative team specialises in producing audio that does the heavy lifting for your advertising. From scriptwriting to custom sound design, we help businesses stand out, whether that’s a solicitor’s reassuring message, a theatre’s pantomime promotion, or a transport company’s recruitment campaign.
Emotional Shortcuts Our Brains Can’t Ignore
Think about Netflix’s iconic “tudum” sound, or McDonald’s unmistakable “ba da ba ba ba.” These aren’t just catchy sonic idents, they are emotional shortcuts that trigger memory and trust in a fraction of a second.
This is backed by neuroscience. A 2024 study by Coca-Cola showed that visuals alone influenced just 37.7% of participants, compared to 72.1% when exposed to sound only. When combined, influence soared to nearly 89% (The Media Leader, 2025).
That’s why local advertisers on our stations see such strong results. Take the National Conference Centre: during a four-week campaign on audioXi targeting a 10-mile radius, bookings for Christmas Party Nights rose by 200%. The audio didn’t just support the campaign… it was the campaign.
Making Ads Memorable in Just 2 Seconds
BBC research has shown that people can recognise a track in as little as two to three seconds. In an environment where consumers are swiping past content instantly, this is a critical advantage.
For local businesses, this means your brand can become memorable almost immediately. A distinctive sonic ident or familiar presenter voice ensures your message doesn’t just reach people, it sticks.
That’s why local advertisers on our stations see such strong results.
Bunches, the online florist, used Bauer Media radio advertising to build awareness during key seasonal peaks. By pairing emotive creative with the right airtime, Bunches drove both brand recall and sales uplift, proving how sound can cut through crowded retail moments.
Leeds College of Building partnered with Bauer to raise awareness of its courses and attract new students. By tapping into trusted local voices and carefully designed creative, the college reached the right audience at the right time, reinforcing its position as the UK’s only specialist further education construction college.
These aren’t global brands with multimillion-pound budgets. They are local businesses using audio as their secret weapon.
Why Local Audio Advertising Works
Speed of Impact: Sound is processed faster than visuals, giving you instant recognition.
Emotional Connection: Music and trusted voices create emotional resonance and build community trust.
Memorable Branding: A short sonic ident or catchphrase can become synonymous with your business, just like global brands’ sonic logos.
Proven Results: Local advertisers are seeing real ROI, from boosted bookings to new customer enquiries.
Don’t Miss the Moment
In a fragmented, fast-paced media landscape, sound isn’t a “nice-to-have.” It’s the secret weapon that can transform your advertising from background noise into something unforgettable.
With Bauer Media’s stations from Hits Radio to Greatest Hits Radio and our extensive portfolio, your brand can harness the same science and creativity that make global campaigns famous, but in a way that resonates locally.
Ready to Stand Out?
Speak to our team today about creating a Local Audio Advertising campaign that uses the power of sound to get your business noticed.
