Radiocentre’s Tuning In 2024 conference took place in London last week amid a backdrop of momentum for commercial radio.
Global launched 12 new radio stations earlier this month and Bauer Media has recently updated Rayo, the new audio platform offering access to its content. Under the theme “Unlocking the audio advantage”, the sell-out event aimed predominately at sales teams and advertisers, celebrated what could turn out to be a record year for commercial radio.
Kicking off the morning, Radiocentre’s chief executive Matt Payton said he had high hopes for the sector this year, with the economy set to turn the corner, the Media Act now in place and a fresh Government likely to offer some stability.
Matt cited figures on the health of commercial radio – with a record 40 million people tuning in each week, up by more than four million in the last two years, and the highest ever share of listening compared to the BBC at 55%. Average listening hours have grown by almost an hour since 2022 and he revealed that ad revenues for commercial radio are up five per cent year on year in the first half of 2024. If that level of growth can be maintained throughout the year, “We could be looking at one of the best years ever for commercial radio,” said Matt.
Video: https://youtu.be/t792ACOuiB8?si=2SQnbpLp8or-ugp_
Before handing over to the morning’s host and KISS presenter Tyler West, Matt also introduced a special video from the Minister for Sport, Media, Civil Society and Youth, Stephanie Peacock, highlighting the new government’s support for radio and expressing how she is looking forward to working more with Matt and the team at Radiocentre.
Video: https://youtu.be/uEii5GuvswY?si=dearxjf_WVWnALHx
Offering insight into the tie ups brands can strike with radio shows, Capital Radio Breakfast Show presenters Jordan North, Siân Welby and Chris Stark talked about how they work with advertisers. “It’s about applying the creative ideas that we have but being able to use brands to elevate those ideas,” said Chris. Capital Breakfast ran a tie up with NatWest to support the bank’s sponsorship of the Paris Olympics, getting access to interviews with the medal winners. “We could do really creative things with them and bring them into the chat, but it was all thanks to NatWest who put us right in the middle,” said Chris.
Video: https://youtu.be/FtFbEXKca0s?si=NGfnrgUnWnuyFaYn
Another session highlighted youth brand VOXI Mobile’s tie up with KISS aimed at engaging Gen Z. Running for the past three years, the campaign creates a 360-degree experience including radio, social media and live events at the KISS Ibiza and KISS Haunted House Party. KISS presenter Marvin Humes interviewed VOXI Mobile media manager James Richter, Carat’s strategy partner Rupert Beck and the station’s content director Rebecca Frank. As Rebecca said: “We’re in the business of moving people’s heads and hearts to consider brands and to spend more time with us.”
Video: https://youtu.be/qMYuqtZQWjQ?si=3cXIAz0t4uZH1F_t
Specsavers marketing strategist Robert Fox revealed the huge impact of the brand’s award-winning “The Misheard Version” audio campaign which featured singer Rick Astley. He explained how the campaign to encourage people who mishear words and song lyrics to consider getting their hearing checked has evolved, now featuring national treasures Lulu and Gyles Brandreth.
Video: https://youtu.be/vB9XuunM6uQ?si=RMhYeC8qX2OYam66
A session by music creative agency Loud Parade focused on the prime position of music in the lives of Gen Z. Co-founder Rahmon Agbaje called on brands to use bespoke audio and music in ads as a way of resonating authentically with younger audiences.
Video: https://youtu.be/Ttl4bzU08iI?si=qDP61fw7Al62eedt
Celebrating the relaunch of Bauer Media’s Rayo audio platform, chief creative officer for podcasts and commercial content Lucie Cave spoke with presenters Jordan and Perri from KISS, Fleur East from Hits Radio and Martin Kemp from Greatest Hits Radio to showcase the breadth of content on offer. They highlighted the importance of human presenters over AI. An AI version of Fleur had been used to present one of her shows, but she said: “She was really dry, she sounded like a robot, though she sounded like me, which was really freaky.” The bot had “no banter, no connection” and the next day the listeners said they wanted the real Fleur back for her human interaction.
Video: https://youtu.be/DbS1Tj0b4Xw?si=rbL0NfC6agb-V8oz
MG OMD’s head of planning Flora Williams gave a presentation looking at uses of generative AI for planning audio, and highlighted opportunities for using “synthetic data” which is artificially generated, rather than produced by real world events. “It has the potential to really revolutionise planning,” she said.
Video: https://youtu.be/bD15CKA9HQA?si=Y5wR0sQq4cghGvsG
In a session on Global’s launch this month of 12 new stations, Global’s chief broadcasting & content officer James Rea spoke with Classic FM presenter Margherita Taylor, Heart and Smooth senior managing editor Sally Ardis and Radio X and Capital Xtra managing editor Matt Deverson. The new stations are all extensions of its well-loved brands Heart, Capital, Classic, Smooth and Radio X.
James called the new stations radio’s biggest ever launch: “It is a big new chapter in radio history. People go on about the good old days for radio,” he said. “These are the good old days – it’s such an incredible medium.” He also exclusively revealed that the award-winning News Agents podcast will be going on tour, starting at the Royal Albert Hall.
Video: https://youtu.be/Rl9NWXP-jiA?si=OLe2uoDKuwl3wNqW
Advertisers and agencies left the event with several powerful take aways. Audio is a potent medium for brands to connect with consumers, providing resonance few other media can rival. Innovation is key to serving audiences and driving reach. And as the compelling case studies from Specsavers and VOXI Mobile demonstrate, audio is highly effective in delivering results for brands. Tuning In 2024 showed that innovation, connection and effectiveness will be three key drivers behind the continuing success of audio and radio in the years to come.
Catch up on all the sessions on Radiocentre’s YouTube channel.
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