Reaching Hybrid Workers Through Digital Audio Advertising

With hybrid working now a core part of professional life in the UK, businesses have a unique opportunity to engage with a highly connected and engaged audience through radio and digital audio advertising. Bauer Media’s listeners include 1.2 million people who work from home full-time and 2.5 million who split their time between home and the office. In fact, our listeners are 14% more likely to work in a hybrid model than the average UK worker (Source: TGI GB 2024 December. Listened in last month).

As more professionals rely on audio for company and productivity, advertisers can harness the power of radio to engage hybrid workers in a meaningful way.

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Who Are Hybrid Workers?

According to the Office for National Statistics (ONS), 28% of UK workers followed a hybrid working pattern in autumn 2024 (Source: ONS). This trend is particularly common among:

Professionals and senior managers – 45% of managers, directors, and senior officials work hybrid, compared to just 27% of all workers (Source: ONS).
Workers aged 30 and over – 29% of those aged 30+ hybrid work, compared to 19% of those aged 16-29 (Source: ONS).
Parents – 35% of working parents split their time between home and the office, with fathers more likely to hybrid work (41%) than mothers (30%) (Source: ONS).
Higher-income earners and those with degrees – Workers with a degree are 10 times more likely to work hybrid than those with no qualifications (Source: ONS).

These characteristics highlight a working population that is digitally engaged, time-conscious, and receptive to advertising messages throughout their workday.

Why Radio Appeals to Hybrid Workers

For remote and hybrid workers, radio provides a trusted, engaging, and productive companion during their working day. Studies show that 50% of commercial radio listeners who work from home listen for longer periods than before the pandemic (Source: Radiocentre). Digital listening has also surged, with:

88% of UK adults tuning into radio weekly – around 50 million listeners (Source: RAJAR Q3 2024).
Smart speakers accounting for 17% of total radio listening – an 18% year-on-year increase (Source: Radiotoday, 2024).
23% of digital listening hours happening via smart speakers each week (Source: RAJAR Q3 2024).

Hybrid workers are increasingly using smart speakers, mobile streaming, and online radio to stay entertained and informed, making digital audio a powerful channel for brands looking to connect with them.

How Businesses Can Reach the Work-from-Home Audience

Businesses looking to target hybrid and remote workers can benefit from digital audio’s ability to deliver precise, targeted messaging. Key strategies include:

Reaching professionals and decision-makers – Hybrid workers are often in senior roles, making radio an effective way to influence B2B purchasing decisions and high-value consumer spending.
Utilising digital audio platforms – Smart speaker and mobile streaming campaigns ensure that ads reach the right audience at the right moment, whether during morning planning, lunch breaks, or afternoon work sessions.
Promoting work-friendly products and services – Advertisers in technology, home office furniture, food delivery, wellness, and financial services can effectively position their offerings to remote workers.
Creating relevant and timely messaging – Contextual ads that align with the workday routine, such as promoting coffee brands in the morning or mindfulness apps in the afternoon, increase engagement.

Why Choose Bauer Media for Digital Audio Advertising?

Bauer Media’s extensive network, including Hits Radio, Greatest Hits Radio, Absolute Radio, and KISS, provides access to millions of engaged listeners across the UK. Our digital audio and smart speaker advertising solutions allow businesses to target hybrid workers at key moments in their day, ensuring your message is heard by the right people at the right time.

As remote and hybrid working continues to shape the professional landscape, businesses that invest in digital audio advertising can build stronger connections with this valuable audience, driving brand awareness and engagement in an increasingly digital-first world.