Tuning In 2025: Radio’s Reach, Resonance, and Results Amplified

Commercial radio celebrated another record-breaking year at Tuning In 2025, with 13.4 million listeners tuning in live to some of the UK’s biggest moments on air. From cash giveaways and charity marathons to chart-topping shows and concerts, the sector showed once again why audio remains one of the most trusted, creative, and effective media.

A Morning of Energy and Optimism

The day opened with RadioCentre CEO Matt Payton, who set the tone by highlighting the industry’s resilience and growth. With 40 million weekly listeners, commercial radio now commands a 56% listening share over the BBC, led by Heart overtaking Radio 2 as the UK’s biggest station — a milestone for the sector.

Themed “Advertising Amplified”, the conference centred on how radio and audio help brands stand out. Payton underlined three pillars driving success: reach, resonance, and results. He pointed to record revenues, surging online listening (almost 30% of all radio use), and new government backing through the Media Act to secure radio’s discoverability on smart speakers and connected platforms.

“Commercial radio has more publicly available effectiveness research than any other medium,” Payton reminded us, promising new evidence on ROI and digital performance.

A Packed Line-Up of Talent and Ideas

Host Tyler West (KISS) brought humour and energy, warming up the crowd before introducing comedian Matt Forde, who skewered politics and personalities with impressions, giving the morning a lively, satirical edge.

From there, the programme moved into research and case studies:

• Donna Burns (RadioCentre) unveiled the second phase of the Performance Multiplier study, showing how radio drives web traffic and boosts performance marketing.

• AO.com shared how they harnessed radio to supercharge online retail response.

• Gabby Roslin & Nicky Chapman discussed Magic Radio’s brand refresh.

• Jamie Theakston & Amanda Holden reflected on Heart Breakfast’s success overtaking Radio 2.

• Simon Kilby (Bauer Media) and Radioplayer looked ahead to in-car innovation and the digital future.

• Diane Morgan (via the RadioCentre’s new “On Air” campaign) explored the creativity and emotional pull of radio advertising.

Celebrating Radio as a Force for Good

A highlight was the reminder of radio’s social impact. Stations raised £1.5 million for UNICEF, collected 11 tons of food donations, and provided trusted local news, companionship, and charity support nationwide. Radio remains the UK’s most trusted news source (69%), far outpacing social media (27%).

As Payton noted: “Radio is a force for good — one song and one story at a time.”

Looking Ahead

With smart speakers reshaping listening, streaming competition intensifying, and the BBC’s remit under review, the industry faces challenges. But the mood at Tuning In was confident: commercial radio is growing audiences, proving advertising effectiveness, and innovating across platforms.

As West summed up: “Tuning In is the occasion to scream and shout about audio — to get really proud about it.”

And 2025 gave the industry plenty of reasons to do just that.