Matt Payton, CEO, Radiocentre looks back at 20 years of Radiocentre and how the industry has evolved.
Summer 2026 marks twenty years since Radiocentre was formed as the single point of expertise and advocacy for commercial radio and audio in the UK. The media world has changed beyond all recognition over that time, but it’s notable how much of the organisation’s original mission and objectives remain relevant today.
Prior to 2006, the radio industry was blessed with multiple trade organisations, all performing slightly different tasks. The Radio Advertising Bureau (RAB) led the way on effectiveness research and advocacy with clients; the Commercial Radio Companies Association (CRCA) was responsible for lobbying; the Radio Advertising Clearance Centre (RACC) handled copy clearance; and JICRIT looked after trading systems.
Putting these functions together under one roof made a lot of sense, especially as national advertising was seeing significant growth and commercial radio ownership was starting to become more consolidated. The future challenges facing commercial radio were also becoming clearer and were set out in no uncertain terms by the team tasked with running this new organisation.
For example, they identified the need to modernise regulation so radio could benefit from increasing media convergence and its adaptability across different platforms and devices. If this could be achieved, it might be even possible to reach the long-term goal of growing commercial radio’s market share above 50% relative to the BBC, giving advertisers access to an even bigger audience.
This probably seemed fanciful at the time given that commercial radio’s audience share was 43%, versus 55% per cent for the BBC. Yet as we sit here in 2026 that goal has been achieved, with commercial radio on 54% and BBC radio on 43%, due in no small part to greater operational freedom that has enabled commercial radio to invest in expanded choice and quality of output.
Other priorities included building on the RAB’s reputation for excellence in research and highlighting radio’s role as a powerful complementary medium for advertisers, alongside TV, outdoor and especially online platforms.
This thinking was important, as it recognised the rapid growth that was likely in online advertising – rising from less than 10% of the ad market in 2005 to over 80% in 2025 – and the way audio would need to demonstrate its value alongside this. It is also consistent with the way that Radiocentre and our sister organisations around the world have come to position audio as a campaign catalyst and a profit multiplier that delivers return on investment.
The newly formed Radiocentre would also be expected to advocate strongly for the power and benefits of audio advertising by offering events, training and insight aimed directly at the new generation of planners and marketers, many of whom joined the ad industry after online advertising became so dominant.
This role has evolved over the years, with Radiocentre providing training in audio advertising for hundreds of people working across agencies and advertisers. Meanwhile our popular Tuning In events now reach well over 1,000 people a year, both in person and online across the UK. Our next event is in London on 30 September this year and is not to be missed. You can sign up for free now.
Of course, there have been many other developments in audio that were much more difficult to predict. The mass adoption of smartphones, the availability of radio on smart speakers with voice control, the development and expansion of podcasts, and the establishment of a strong digital audio advertising proposition combining reach and targeting, to name just a few. We have needed to adapt and respond to all these changes too and that will continue in the future.
But the concept of establishing a central point of expertise, knowledge and collective advocacy for commercial radio and audio is an idea that has stood the test of time, reflected by the fact that Radiocentre was voted Media Trade Body the Year in 2026. Welcome recognition of the teams’ hard work in supporting the success of broadcasters and in promoting this brilliant industry as it evolves into a multimedia entertainment platform, laying the foundations for an exciting future.
Matt Payton, CEO, Radiocentre
