12 million people rely on commercial radio news
A new report shows radio news is the most trusted source in the UK
Last updated 9th Dec 2020
Over 12 million people in the UK rely on commercial radio as their principle source of information according to a new report.
36 million people listen to commercial radio across the UK and this report highlights that many people not only use it as their main source of information, they mostly use it as their only source of information.
The report called Commercial Radio: Beyond the Bubble has been published by radio's industry body Radiocentre.
Who listens to the radio?
With its 36 million listeners, commercial radio is one of the biggest providers of broadcast news in the UK and reaches audiences of all types.
The report identified that radio is particularly strong in being able to reach what they term ‘outsiders’ - people who are less likely to go looking for news.
This group is a significant proportion (34%) of commercial radio’s audience, which equates to more than 12 million listeners.
It’s this group that particularly value the news from commercial radio and they listen first thing in the morning, for regular updates and during emergencies.
Radio news provides essential role during pandemic
The Beyond the Bubble report found that commercial radio has provided an essential role during the Covid-19 pandemic.
As people started to get fed up with the news generally, commercial radio was the source least likely to be avoided.
Eight out of 10 listeners surveyed said radio was a reliable source for regular updates at this time, while three quarters (74%) of all listeners relied on radio to provide vital national news.
People trust news on the radio
These findings reflect the high level of trust in radio, with people questioned ranking radio as the most trusted source of news (77%), with social media the least trusted.
Siobhan Kenny, Radiocentre CEO, said:
“Commercial radio’s broad reach and its unique connection with audiences should not be underestimated. It’s clear that news on our stations cuts through in the most powerful way, reaching some very important sections of the population.”
John Whittingdale MP, Minister for Media & Data, said:
“Commercial radio continues to entertain the nation and provides an essential public service to huge audiences each week. These audiences rightly trust radio and its high-quality content. The Government greatly values the important contribution played by UK broadcasters, particularly in times of emergency. This interesting new research underscores the value of news bulletins on commercial radio, as well as their role in reaching audiences that do not always proactively seek out news.”
Andy Carter MP, Chair of the All-Party Parliamentary Group (APPG) on Commercial Radio, said:
“The new data from Beyond the Bubble is compelling. My parliamentary colleagues would be wise to reassess the value of engaging with commercial radio news as it connects with large and important demographics that do not necessarily get news from elsewhere.”