We’ve all heard it before, but is radio actually on its way out?
When The Buggles released Video Killed The Radio Star back in 1979, it was the strong belief that radio was heading for the scrap heap due to the advent of music television. Now, 43 years later, radio is not only surviving it is thriving, with 89% of the UK’s population tuning in weekly.
In fact, according to RAJAR Q1 2022, commercial radio has recorded its highest ever audience with 37.2 million listeners. Take that, Buggles!
It’s not just TV/video that radio has had to compete with over the years however, the latest ‘threat’ comes from the digital world. Streaming, podcasts, and other online audio services have loomed like the Grim Reaper ready to reap radio’s soul. But instead of succumbing to the harvest, live radio has pretty much laughed in its face and asked it to join the proverbial party.
So, how is it that radio just keeps on going?
One word – adaptability.
Radio has adjusted its output to accommodate the shifting mood of society, and acclimatised to the advancements in technology, quiet remarkably. As a result, it has increased its sustainability in the world of entertainment. FM is no longer the only way you can tune in; digital radios (DAB), smart speakers, smartphones, tablets, computers, even TV’s, mean you can access your favourite station wherever, and whenever, you like.
Technology alone is not the driving force behind radio’s resilience however, it’s also the simple fact that people still love it:
“It makes me happy.”
“It makes me laugh.”
“It keeps me company.”
“It keeps me informed about what’s going on in the world.”
“It helps me discover new music.”
These are just some of the many reasons cited as to why people still tune in to radio. So, unless someone pulls the literal plug on our beloved radio, we can confidently say that it is not ‘dying’. (If it is, someone forgot to tell the listeners.) Conversely, radio is fit and robust, and has a strong future ahead of it, which is why it still makes a fantastic place to advertise any brand.
So why not get in touch and let us help you make the most of that strong future.
