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RADIO ADVERTISING UK

A COST EFFECTIVE WAY TO REACH A BROAD AND DIVERSE UK AUDIENCE

ADVERTISE ON RADIO IN THE UK

EXPLORE OTHER MEDIA

UK radio is one of the most reliable mass-reach channels in the country: in early 2026, around 50 million adults – roughly 87 percent of the population aged 15 and over – tuned in every week. Commercial radio now out-reaches the BBC, and the medium has reinvented itself around digital listening, with smart speakers, apps and DAB carrying most of the hours. That combination of near-universal reach and addressable digital audio is why UK commercial radio has been posting record advertising revenue. At the same time, UK stations are very well segmented and targeted, meaning that reach is highly effective as well.

Staying in tune with the digital age, radio is now more accessible than ever through online listening, apps and social content and is a valuable part of any media plan.

ADVERTISE ON THESE UK RADIO STATIONS

LBC London News
Empire uk radio lbc news
Target Audience
Upmarket adults aged 35+
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LBC London News is the only local rolling news radio station in London. It is a sister station of the national radio station LBC, and is owned by Global. LBC London News first aired in 1994 and can be heard on DAB radio, AM and online.

Upmarket, mature and intelligent – let’s talk about LBC listeners. They want to be a part of the conversation – engaging with presenters and each other about major stories and the issues that matter to them. So if you have a message, LBC could be the place to broadcast it.

Capital London
Empire uk radio capital london
Target Audience
Adults aged 15-30
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Part of the Capital network, Capital London is a chart hit station broadcasting to Greater London on FM and DAB radio. Launched in 1973, Capital London was one of the UK’s first commercial radio stations and is the UK’s No.1 hit music station.

Capital doesn’t just play the hits – it makes and breaks them. It was the UK’s first national, commercial, hit music radio station, and today reaches 7.8 million people every single week.

First and foremost, Capital’s listeners tune in for the music and the brand’s lifestyle. They’re a mainstream early majority audience who are always among the first to know about new hit music.

Radio X Network
Empire uk radio x
Target Audience
Male adults aged 15-44
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Radio X is a commercial alternative music station that was originally known as Xfm before being rebranded as Radio X in 2015.
Radio X is now home to the world’s freshest rock and guitar-based music.

Radio X listeners are loyal and enthusiastic. As music fans, they’re passionate and supportive. They go to gigs, live events and club nights, they have taste when it comes to music culture, cinema, video, gaming and exhibition, and they’re the kind of people who help form opinions across the world of music and entertainment. Put simply, they’re huge consumers and tastemakers.

Virgin Radio
Empire uk radio virgin radio
Target Audience
Adults aged 15-34
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Virgin Radio is a national commercial radio station that plays a mix of rock, pop and dance music. The station was originally launched in 1993 and was rebranded as Absolute radio in 2008 before being re-launched as Virgin Radio UK in 2016.

Virgin Radio’s mission is to be entertaining, popular and unpredictable. It has a cast of lively and entertaining presenters who engage the audience with a mix of music that crosses from rock to pop without observing the traditional format barriers.

Talksport
Empire uk radio talksport
Target Audience
Upmarket men aged 35+
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First aired in 1995 as Talk Radio UK, Talksport is broadcast from London to the United Kingdom, and is the UK’s only national radio station broadcasting sport and sports coverage 24 hours a day and is the global audio partner of the Premier League.

Talksport is the destination for sports fans everywhere, covering breaking news, transfer rumours, big name interviews and continues to be the most efficient way within broadcast media to target men, reaching more than 2 million of them.

Talksport 2
Empire uk radio talksport2
Target Audience
Upmarket men aged 35+
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Talksport 2 is a sister station of Talksport that was launched in March 2016 and formed part of Sound Digital’s bid for a second national commercial DAB multiplex. It is a 24-hour sports station with broadcasting rights to several major sporting events including the Aviva Premiership, the Indian Premier League, La Liga and the Champions League.

Talksport 2 brings the much-loved Talksport style to a multitude of live sport and sports programming.

Smooth Radio Station
Empire uk radio smooth
Target Audience
Upmarket adults aged 45+
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Smooth is the third most popular commercial radio brand in the UK with 5.7 million listeners every week playing a relaxing mix of songs that listeners know and love.

Smooth is the only commercial radio station aimed at listeners aged 40-59. Smooth listeners are loyal and passionate, representing the station’s values and sharing its love of life and music. Listeners believe that life begins at forty and are more excited than ever about what the future holds. They’re more financially secure than they’ve ever been, doing all of the things they’ve dreamed of. They are people who really have ‘been there, done that!’ and are active in their pursuit of new experiences which enhance and enrich their lives, as well as helping them to unwind.

Planet Rock Radio
Empire uk radio planet rock
Target Audience
Adults aged 45+
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Planet Rock doesn’t take itself too seriously it likes to have fun but underneath that exterior cloak of friendly fun, they’re authoritive, self-assured and the station is rock to the core.

Planet Rock celebrates rock music, what it does to the soul, how it makes you feel. With over one million listeners a week, the station is the Home of the “Hairy Rock Show” with the Hairy Bikers, Alice Cooper, Thunder’s Danny Bowes, Def Leppard’s Joe Elliott and a team of passionate rock loving presenters.

Magic Network Radio
Empire uk radio magic radio
Target Audience
Adults aged 35+
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Magic is the warmest and friendliest radio station on the dial, playing more of the songs you love. Like a best friend, Magic is dependable, fun, and optimistic in a busy and challenging world.

Magic listeners are busy. They work. Their family life is full on, and of course extremely demanding and rewarding in equal measure. Magic provides a musical escape from those non-stop days, with the right mix of classic hits that stand the test of time, with a sprinkling of newer songs and contemporary artists.

LBC Network Radio
Empire uk radio lbc
Target Audience
Upmarket adults aged 35+
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LBC was the UK’s first commercial radio station to receive a license, and was first broadcast in 1973.

LBC is a 24/7 platform for listeners to express their views on the topical issues of the day.

Upmarket, mature and intelligent – let’s talk about LBC listeners. They want to be a part of the conversation – engaging with presenters and each other about major stories and the issues that matter to them. So if you have a message, LBC could be the place to broadcast it.

Kisstory Radio
Empire uk radio kisstory
Target Audience
Adults aged 15-34
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Kisstory spins Non Stop Old-Skool and Anthems with the biggest tunes across Hip Hop, R’n’B, Dance and Garage 24/7.

From artists like Jay-Z, Destiny’s Child, Beyonce, Usher, Justin Timberlake, TLC, Eminem, J-Lo, Ne-Yo and Basement Jaxx and it doesn’t stop there. Kisstory lives on beyond the radio with huge compilation album releases and massive club nights in London and Bristol.

Kiss FM Radio
Empire uk radio kiss
Target Audience
Adults aged 15-34
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KISS FM UK is England’s largest multimedia brand for 15-34 year olds, reaching over 4.6m listeners every week. KISS plays the freshest new music and biggest tracks.
Its strapline, ‘The Beat of the UK’, encapsulates the essence of its ‘Never Stand Still’ values.
KISS’s audience is predominantly urban, but increasingly national with 65% now living outside London.
Breakfast and Live@Kiss, hold the biggest audience share in London and entertain an active bunch who love to join in, from entering competitions to shouting out a best friend.

Kiss Fresh Radio
Empire uk radio kissfresh
Target Audience
Adults aged 15-34
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Kiss Fresh is a sister station of Kiss that was first broadcast in 2013.

Where you’ll find exclusive first plays of some of the biggest club tracks right now from the hottest artists and producers in the industry.

Kiss Fresh is where you’ll find exclusive first plays of the biggest tracks. Playing the best in new Dance, House, Garage and Hip Hop beats with shows from top DJs.

The Hits Radio
Empire uk radio the hits
Target Audience
Adults aged 15-24
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The Hits delivers the most popular music for 15-24 year old ‘Millennials’ — young tech-savvy people with a thirst for up-to-the-minute knowledge and the freshest hit music. They’re early adopters at the leading edge of the mainstream, so they need to have all the info first, and they like it bite-sized. They listen because they want all the biggest hits of the moment, and they want content that’s up-tempo and fast-paced. They want it funny, irreverent and uncomplicated…and they want it now.

Capital Xtra Radio
Empire uk radio capital xtra
Target Audience
Ages 20-29, female skew
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Capital XTRA is the UK’s first national commercial urban dance station. Capital XTRA has a youthful social, vibrant audience of urban dance music lovers. Capital XTRA’s listeners pride themselves on being ahead of the trend and have a huge appetite for music discovery. The station broadcasts from London – home to a world famous urban music scene. If there’s a place to ‘crack’ as an emerging artist, it’s London, and Capital XTRA is there to support new talent. Capital XTRA’s audience is predominantly ’20 something’ with a slight female majority.

Capital FM
Empire uk radio capital london
Target Audience
Adults aged 15-34 female skew
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Capital FM is the UK’s No.1 hit music station. Capital doesn’t just play the hits – it makes and breaks them. It was the UK’s first national, commercial, hit music radio station, and today reaches 7.8 million people every single week. First and foremost, Capital’s listeners tune in for the music and the brand’s lifestyle. They’re a mainstream early majority audience who are always among the first to know about new hit music.

Heat Radio
Empire uk radio heat
Target Audience
Females aged 15-34
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Heat Radio was launched in 2003. heat radio lives, eats and breathes the essence of heat – with a warm, fun and relatable mix of music (imagine the best wedding party ever!), film, fashion, TV and celebrity news. Broadcasting live every day from central London, they reflect everything going on in the world of showbiz.

Heart FM
Empire uk radio heartfm
Target Audience
Female skew
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Heart is one of the most popular commercial radio brands in the UK. 9.5 million listeners tune in to Heart each week. Heart listeners are from a variety of backgrounds, including wives, husbands, parents and professionals. They’re the kind of people who make time for themselves, squeeze the most out of life, and enjoy shopping, going out, having fun and spending time with their friends and family. Heart stays in tune with their needs and emotions all day, every day.

Gold Network Radio
Empire uk radio gold
Target Audience
Adults aged 45+
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Gold is a national network of radio stations playing ‘golden oldies’. It first aired in 1988 as Capital Gold and was rebranded as Gold in 2007. Gold was created to appeal to an audience that was underserved by UK radio, reaching 1.1 million listeners every week across three local areas. Gold listeners are mature, knowledgeable and devoted to music, and they really can’t get enough of what they hear. Put simply, they demand quality, they love humour and they often have lives that are as busy as the station itself.

Classic FM
Empire uk radio classic fm
Target Audience
Upmarket adults aged 35+
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Classic FM has a mission to make classical music accessible and relevant to a modern audience through its engaging style. And as one of the top three commercial radio stations in the UK, with 5.4 million listeners tuning in every week, and with its truly national FM coverage, Classic FM’s fresh approach to classical music does exactly that.

Absolute Radio Classic Rock
Empire uk radio absolute classic rock
Target Audience
Adults aged 35+
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Home of Rock’s Greatest Hits, with Classic Rock from the 60s through to the 90s. Absolute Radio’s listeners are ‘Reluctant Adults’. They used to love going to gigs, football and comedy nights when they were young and carefree. Now, they have mortgages, careers, families and responsibilities. That doesn’t mean they’ve lost their sense of fun, but it means other priorities have taken hold.

Absolute Radio 90s
Empire uk radio absolute 90s
Target Audience
Adults aged 35+
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Absolute Radio 90s is an offshoot of Absolute Radio. It plays popular tracks from the 1990s and was launched in 2010. It is available in the greater London area as well as several other cities in the UK. It is the UK’s only 90s radio station. Absolute Radio’s listeners are ‘Reluctant Adults’. They used to love going to gigs, football and comedy nights when they were young and carefree. Now, they have mortgages, careers, families and responsibilities. That doesn’t mean they’ve lost their sense of fun, but it means other priorities have taken hold.

Absolute Radio 80s
Empire uk radio absolute 80s
Target Audience
Adults aged 35+
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The UK’s 80s radio station, Absolute 80s launched in 2009 replacing Absolute Xtreme. Absolute Radio’s listeners are ‘Reluctant Adults’. They used to love going to gigs, football and comedy nights when they were young and carefree. Now, they have mortgages, careers, families and responsibilities. That doesn’t mean they’ve lost their sense of fun, but it means other priorities have taken hold.

Absolute Radio 70s
Empire uk radio absolute 70s
Target Audience
Adults aged 35+
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Owned by Absolute Radio, Absolute Radio 70s was launched in 2011 and broadcasts to Greater London on DAB. The station is focused on music from the 1970s, and was the first station in the UK to be dedicated to music from the decade. Absolute Radio’s listeners are ‘Reluctant Adults’. They used to love going to gigs, football and comedy nights when they were young and carefree. Now, they have mortgages, careers, families and responsibilities. That doesn’t mean they’ve lost their sense of fun, but it means other priorities have taken hold.

Absolute Radio
Empire uk radio absolute radio
Target Audience
Adults aged 35+
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Absolute Radio is a commercial station owned by Bauer Radio that plays popular rock music from the 1960s to the present and is home to the UK’S #2 commercial radio Breakfast show. Absolute Radio’s listeners are ‘Reluctant Adults’. They used to love going to gigs, football and comedy nights when they were young and carefree. Now, they have mortgages, careers, families and responsibilities. That doesn’t mean they’ve lost their sense of fun, but it means other priorities have taken hold.

Jazz FM
Empire uk radio jazz fm
Target Audience
Upmarket adults aged 45+
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zz FM is a jazz music station based in London. The station’s roots go back to 102.2 Jazz FM, which first aired in 1990. Jazz FM itself was launched in 2008, and can now be heard on DAB in Greater London and on DAB+ across the UK. The station can also be heard on Sky television and the internet. They are the home of jazz, soul and blues. Their musical output is unique and is a mixture of truly eclectic new music and well known pieces by the legends of jazz, selected by the UK’s finest presenters, each experts in their field. Jazz FM listeners believe in quality and having the finer things in life. They are highly educated, well-travelled and hard working, and enjoy spending their weekends reading the papers with the sounds of Jazz FM.

Kerrang! Radio
Empire uk radio kerrang
Target Audience
Males aged 15-34
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Kerrang! Radio is the most exciting alternative mainstream youth culture brand in existence. It launched in 2002 on Freeview, with a DAB service launched a year later. Today it broadcasts to London on DAB and is also available across the UK on Freeview and online. Kerrang! Radio opens the door to the world of today’s biggest rock bands, Delivering the very best of rock music with a unique tongue-in-cheek style. Life is for the living and the notoriously difficult to reach millennial audience want to live life LOUD! Whether that’s out at gigs, festivals, the cinema with friends, or gaming and tech-ing at home – the Kerrang! Radio listener has a lust for making every second count. Kerrang! radio targets 15-34 men who want to be in touch with what is happening in the world of rock right now.

Frequently Asked Questions

What determines the cost of radio advertising in the UK?

Radio costs depend on the stations chosen, the size of their listening audience, the time of day your spots air, ad length and total volume booked. Peak breakfast and drive-time slots command more than off-peak airtime. Production of the advert is a separate consideration. The Empire provides a tailored quote built around your audience and objectives.

Which UK radio stations reach which audiences?

Global’s brands offer broad and targeted reach: Heart and Capital skew toward mainstream and younger pop audiences, while LBC draws news and talk listeners. Bauer’s network includes Kiss for younger urban audiences, Magic for easy-listening adults and Hits Radio for contemporary pop. The Empire matches station selection to your target demographic.

What are the rules for getting a radio advert approved?

UK radio advertising follows the BCAP Code under ASA and CAP self-regulation. Claims must be accurate and substantiated, and scripts are pre-cleared through Radiocentre’s clearance service before broadcast. Certain product categories face additional restrictions. The Empire handles the clearance and approvals process on your behalf so campaigns launch smoothly and compliantly.

When is the best time of year to advertise on UK radio?

Seasonality shapes radio demand and pricing. Q4 around Christmas and Black Friday is the busiest and most competitive window, while back-to-school in late summer and the summer season itself suit many advertisers. Booking earlier secures better availability during peak periods. The Empire plans timing around your sector and campaign goals.