Local Radio Advertising: What the Latest Listening Figures Mean

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.

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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.

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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