Building shelf awareness: Quantifying radio’s last-minute influence for FMCG brands

A review of insights and best practice findings from Radiocentre and Shoppercentric’s research into the effects of radio’s last-minute reach of shoppers for FMCG brands.

Across a decade of intensifying competition from streamed music services and podcasts, UK radio listening has remained resilient, with nine out of 10 adults tuning in every week and radio accounting for around three-quarter of total time spent with a/ Spring 2020). Within this, commercial radio goes from strength to strength, with the latest RAJAR audience data (Q1 2020) revealing a record audience of 36 million adults tuning in every week.

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