87% of the UK listened to radio last week. Here is why that matters for your marketing budget.

The Q1 2026 RAJAR results are in, and the headline is simple: the UK is listening. For businesses thinking about where to invest their marketing budget, the latest figures make a powerful argument for radio and digital audio advertising.

Here is what the data shows, and what it means for your brand.

Radio reaches the vast majority of the UK every week

Commercial radio alone reaches 39.3 million people, underlining its position as one of the broadest-reaching media channels available to advertisers.

This is not a medium in decline. It is a medium that continues to evolve, extending its reach into new listening environments while maintaining the loyal, habitual audiences that make radio so effective for brand building.

Bauer connects with over 20 million listeners every week

Bauer Media Audio UK reaches 20.6 million weekly listeners (RAJAR q1 2026, exc. Partner Stations) across its portfolio. That includes some of the UK’s most loved stations, from Greatest Hits Radio and Hits Radio to Magic, KISS, Absolute Radio, and more.

Within that portfolio, the Hits Radio Network reaches 6.5 million weekly listeners, with the main Hits Radio station attracting 3.8 million each week. Greatest Hits Radio reaches 5.7 million listeners, with the full network growing to 6.8 million.

These are not passive audiences. Radio listeners are loyal, engaged, and spend hours each week with the stations they trust.

Digital listening is accelerating

The most significant trend for advertisers in Q1 2026 is the continued growth of digital listening. 85% of all Bauer listening now takes place on a digital device. That is 10% above the industry average, and it reflects the investment Bauer has made in making its stations available wherever listeners are.

32% of Bauer listening now happens via connected devices, ahead of the industry average of 30%. Smart speaker listening alone reaches 5.5 million people every week through Bauer stations, with listeners tuning in at home in a relaxed, receptive state.

Bauer is also home to four of the top five digital-only commercial radio stations in the UK. Absolute Radio and KISSTORY hold the top two spots, with KISS and Absolute 80s also in the top five. This depth of digital inventory gives advertisers access to targeted, measurable audio advertising at real scale.

What digital dominance means for your campaigns

The shift to digital listening is not just a listener trend. It is a commercial opportunity. Digital audio advertising through platforms like Bauer’s audioXi lets you:

• Target audiences by location, interest, or behaviour
• Measure campaign performance in real time
• Reach listeners on smart speakers, mobile apps, and connected devices
• Run digital audio alongside broadcast for higher frequency and broader reach

Why radio advertising delivers for businesses

The RAJAR figures tell you how many people are listening. But the case for radio advertising is also built on what happens when people hear your ad.

Radio is an intimate, companion medium. Listeners choose their station, trust their presenters, and stay tuned across long periods of the day. That context makes radio advertising more engaging and more memorable than formats competing for fractured attention on screen.

Radiocentre research shows radio delivers an average return of £5 for every £1 spent. With Bauer’s scale across broadcast and digital audio, advertisers can access some of the most cost-effective reach available in the UK market.

Ready to reach your customers?

With 20.6 million people tuning into Bauer stations, the audience is there. The question is whether your brand is speaking to them.

Getting started with radio advertising is simpler than many businesses expect. Our team will talk you through your options, help you define the right audience, and build a campaign that works for your budget.