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here is a breakdown to help you decide which Global radio station could most effectively “skyrocket” your brand, advising you on Audience Demographics, Station Format & Content, Geographic Coverage Reach & Listenership and Frequency of Advertising.
we’re home to some of the uk’s biggest and best-loved radio stations, such as heart, capital, smooth and classic fm.
getting the basics right
audience demographics: who is your target audience?
What are the key factors Global can help you with?
- Age: Are you targeting GenX teenagers, Gen Z millennial professionals, or older adults?
- Gender: Do your products lean more towards women, men of all genders?
- UK Location: Is your brand local, national, or international?
- Income Level: ABC1, students, budget-conscious, luxury buyers?
- Interests/Lifestyles: Media, Entertainment, Travel & Leisure or Health & Wellbeing, Tech & Gadgets
Music, Fashion, and Gaming.
station format and content
The Right Audience: Global have a station for every TSA
Heart (25–44, female-leaning) delivers mainstream, family-friendly appeal, while Capital (youth-oriented <34) captures trend-driven audiences.
Smooth (>40, relaxed, female-leaning) connects with comfort-seeking, and Classic FM (30+, affluent, culturally-engaged) attracts a more refined audience.
Meanwhile, LBC (>35, male-leaning) reaches influential, news-focused professionals, Radio X (25–44, male-leaning) appeals to loyal indie/rock fans, and Gold (45–64+, nostalgic) resonates with older, heritage-oriented listeners.
Skyrocket Your Brand with your people
To gain brand fame, you need to know which radio station is listened to by your customers.
| Brand | Core Age Target | Gender Skew | Socio-Economic Skew | Positioning / Content Cues | Why It Fits Brands |
|---|---|---|---|---|---|
| Heart | 25–44 | Female-leaning | Broad ABC1/C2 | Mainstream feel-good AC; family/lifestyle friendly | Strong reach among young families and women; ideal for brands in retail, FMCG, leisure, and lifestyle sectors seeking emotional, everyday resonance. |
| Capital | 15–34 | Slight female / mixed | Broad ABC1/C2 | Contemporary hit radio (Top 40), chart/pop culture | Captures younger, trend-driven audiences; effective for fashion, entertainment, food delivery, tech, and youth culture campaigns. |
| Smooth | 40+ | Female-leaning | ABC1/C2 | Melodic ‘relaxing’ classics; workplace/daytime friendly | Appeals to older, relaxed listeners; good fit for travel, home improvement, retail, and brands targeting comfort and reassurance. |
| Classic FM | 30+ (notably 35–54 & 50+) | Mixed / slight male | Strong ABC1 | Accessible classical; high cultural engagement | Resonates with an educated, affluent audience; well suited for luxury goods, arts, culture, and financial services. |
| LBC | 35+ | Male-leaning | ABC1 | News/talk, current affairs; high opinion & engagement | Attracts influential, professionally engaged listeners; ideal for financial, business, and public sector messaging. |
| Radio X | 25–44 | Male-leaning | ABC1 | Guitar/indie/alt; personality-led shows | Strong loyalty among younger male listeners; effective for tech, automotive, sports, and lifestyle brands. |
| Gold | 45–64 | Male-leaning | ABC1/C2 | Classic hits (60s–80s); nostalgia | Appeals to nostalgic, often affluent older audiences; strong for heritage brands, travel, finance, and lifestyle products. |
skyrocket your brand: in the right location
Geographic Coverage, Reach & Listenership
Heart leads UK commercial radio with 13.4 million weekly listeners, followed by Capital (9.4m) and Smooth (7.8m). Across all its brands, Global reaches 29 million listeners nationwide.
| Radio Brand | Coverage Area | Weekly Listeners (UK) |
|---|---|---|
| Heart | National across UK; localised shows in Scotland and Wales | 13.4 million |
| Capital | National; regional stations incl. Scotland, Northeast, Birmingham | 9.4 million |
| Smooth | National; local variants in Scotland and Wales | 7.8 million |
| Classic FM | Fully national across UK | 4.7 million |
| LBC | National; FM in London, DAB nationwide | 3.3 million |
| Radio X | National; stronger in London and Manchester | 2.5 million |
| Gold | National; strongest in England and Wales | 1.6 million |
| Global Total | Entire UK network | 29 million |
Global holds the top spots with the three biggest commercial radio brands in the UK – Heart, Capital and Smooth.
skyrocket your Brand at the perfect frequency
How loud? Frequency of Advertising
Your dedicated Global Account Manager will advise on frequency levels by analysing audience data, campaign objectives, and budget.
Balancing reach and frequency.
• Frequency is the number of times a listener hears your ad over a weekly period. Campaign goals define frequency
• Reach is the number of people who hear your ad, similar to unique visitors in digital.
A challenge in radio advertising is balancing both reach and frequency. A high-frequency campaign might reach a smaller, more targeted audience, while a high-reach campaign could be heard by more listeners but less often. Balance is crucial and we know our radio stations and our listeners intimately.
You may have heard of radio advertising rules like the “Three Frequency Rule” or 21/52 Advertising Plan. These are old ideas that a listener has to hear you advert 3 times a day over 52 weeks to build recall. Our data can give you a more accurate picture, and our results data can give you greater insight into ideal frequencies.
practical tips for advertisers
- Planning & Buying Radio Ads
https://global.com/radio/radio-advertising/planning-and-buying/ - Benefits of Radio Advertising
https://global.com/radio/radio-advertising/benefits/ Global - Radio Advertising Facts
https://global.com/radio/radio-advertising/facts/ - Radio Advertising Results
https://global.com/radio/radio-advertising/results/ - Which Radio Station? (Guide to Choosing Stations)
https://global.com/radio/radio-advertising/planning-and-buying/radio-stations/ - DAX Audio (Digital Audio Exchange)
https://global.com/dax/audio/ - Powerful Local Radio Advertising Case Studies
https://global.com/advertise/knowledge-hub/powerful-local-radio-advertising-that-drives-results/ - Which Types of Businesses Do Radio Ads Work Best For?
https://global.com/advertise/knowledge-hub/which-types-of-businesses-do-radio-ads-work-best-for/ - How Local Brands Are Harnessing the Power of Radio Advertising
https://global.com/advertise/knowledge-hub/how-leading-brands-are-harnessing-the-power-of-radio-advertising-to-drive-impact/ - Radio for Growing ROI – Radio Centre – Econometric analysis showing reallocation into radio boosts ROI.
