Blog: Amplifying the impact of audio with Radiocentre

Radiocentre CEO Matt Payton looks ahead to 2026 for commercial radio and its evolution in the audio landscape.

What do you do after a year that surpasses all expectations? Conventional wisdom says the only direction from the top is down. It’s a pattern we see time and again in business, sport and politics. But that view often misses the bigger picture. Exceptional performance isn’t always a peak, sometimes it’s a platform. With the right mindset and approach, it can become the starting point for even greater progress.

That’s been the story of radio and audio over the past decade. Despite predictions of decline in the face of fierce competition and fragmentation, the sector has adapted, innovated and grown. Audiences have risen, revenues have strengthened, and audio has consistently outperformed the forecasts of its critics.

2025 was a good example of this. It was a landmark year for audio in many ways. Listening hit record levels and ad-funded commercial hours across radio, podcasts and streaming were up 7% year-on-year. Commercial radio continues to represent the lion share of this listening, accounting for around 90% of ad-funded audio hours and reaching 40 million people every week, while also leading the way with younger audiences who are so coveted by advertisers. Strong national services remain a major driver of this success, with Heart now famously the UK’s biggest radio brand, overtaking BBC Radio 2 for the first time.

Audio ad revenues are also growing. Not something that every multi-platform medium can claim. Official figures will be published in the coming months but revenues across broadcast and digital audio are likely to be as high as they have ever been. 

So how do we build on this momentum in 2026? Part of the answer lies in continuing to strengthen the rational case for audio. New ROI evidence from Radiocentre and WPP Media, combined with the expansion of digital platforms like Bauer’s AudioXi and enhanced data capabilities from Global:IQ, makes audio more measurable, targeted and effective than ever.

But rational arguments alone aren’t enough. If they were, audio’s share of revenue would already be far higher. Media investment is also shaped by emotion – by familiarity, favourability and the stories people tell themselves about a medium. This battle for hearts as well as minds continues to be a priority for Radiocentre, as we champion audio directly with advertisers and agencies: through our on‑air campaigns encouraging brands to amplify their advertising, through our Tuning In events across the UK and through engagement with decision‑makers.

This year is also going to be essential in maximising the broader opportunities for audio and addressing potential threats. Audio’s evolution as a multiplatform medium has already seen on-demand and video consumption become more important. These and other changes are likely to accelerate further as technology and consumer habits continue to evolve, so we will need to be alive to the implications of this.   

It will also mean ensuring the BBC Charter Review protects distinctiveness and keeps BBC radio services free of advertising; working with government on the future of radio distribution as part of a new Digital Radio and Audio Review; and making sure the Media Act powers are implemented so radio remains easy to access on voice platforms and smart speakers. Some of these debates are likely to be challenging but will be fundamental in securing a successful UK audio industry and the public value it provides to audiences.

If we stay focused, collaborative and ambitious, 2026 can be another year of growth. By building on a record‑breaking 2025 and continuing to amplify the impact of audio, we can achieve more than ever before.

By Matt Payton, CEO of Radiocentre