Target audiences

 Rajar- 

Radio Joint Audience Research- the official body in charge of measuring radio audiences in the UK. It is jointly owned by the BBC and the Radiocentre on behalf of the commercial sector.

Today RAJAR announced 49.5 million adults or 89% of the adult (15+) UK population tuned in to their selected radio stations each week in the *extended period of the third quarter of 2021. The total average number of weekly hours listened to radio for this period is 1.012 Billion.

On average a listener tunes into 20.4 hours of Live Radio per week.

In terms of reach, 41 million adults or almost three quarters of the population aged 15+ are now tuning in to radio via a digitally enabled platform (DAB, DTV, Online or App) each week. 69% of the population claim to own or have access to a DAB radio.

* Weekly reach is the number of people (adults 15+) in the UK who listened to a radio station for at least five minutes in the course of an average week during the quarter.

29% of those asked (adults 15+) claim to listen to Live Radio via a Smartphone or Tablet at least once per month

43% of weekly listening hours are listened to via a DAB/Digital Radio, whilst over a third (34%) are listened to via a traditional AM/FM radio set.

Online listening including Apps is 18%, whilst listening via a TV has a 5% share.

DIGITAL LISTENING HOURS

In an average week, digital listening accounts for 665 million hours; DAB has a 65% share of digital listening hours, DTV 7% and Online 27%.

Barb

Broadcasters' Audience Research Board

TV CHOICE

- 45-64 loyal to the magazine weekly to pick up habit and form trust of the brand

-53% retired so spend their time watching telly

Audience Task

- Dragon Flame (eldritch media) card game complex 

-people who like dungeons and dragons, lotr, hp, medieval cosplay people larping 

- for 'the explorer'