The BBC has traditionally led the way with speech radio but maybe this trend is changing.
TalkSport currently has its highest ever listening figure of 3.25 million*. The station provides extensive football coverage for the game obsessed UK audience – as well as coverage of other sports such as cricket, golf and rugby union – and is now a real alternative to BBC Five Live.
LBC, positioned as ‘Leading Britain’s Conversation’ and available nationally, now has 1.3 million listeners*. The station achieved some high profile national coverage in 2014, especially the EU debate between Nigel Farage and Nick Clegg which was also broadcast live on Sky News. With the General Election taking place in less than 100 days, the station looks well set to provide strong political coverage and is becoming an alternative to Radio 4.
Both stations are able to provide advertisers the opportunity to tap in to potentially attentive and increasing audience numbers; also, past research has carried out by NOP Research revealed that speech radio listeners display higher levels of spontaneous and prompted brand recall and are generally more attentive to commercials.
*all figures based on RAJAR Q3 2014