request a call back
As an advertiser, you’re bound to have questions about LBC. And we’ll be happy to answer them.
Here are your top questions answered.
What kind of radio station is LBC?
LBC is a speech radio station broadcasting nationwide across the UK, with topics shaped by its hosts, journalists and its listeners. It’s a place to discuss current affairs with the nation. Holding no agenda of its own, LBC’s credible hosts pose questions to the nation and the listeners – everyday extraordinary voices – call into LBC and s share their thoughts in an engaging discussion of fact, opinion and everything in between. LBC hosts – the UK’s most respected journalists such as Andrew Marr, Lewis Goodall and Shelagh Fogarty – ensure that discussion is balanced and moderated.
LBC is a station with pedigree. As the UK’s first commercial radio station, LBC transmitted its first broadcast in October 1973 and has presided over the court of public opinion ever since.
How can a brand advertise with LBC?
Airtime. On-air advertising across three ad breaks an hour. The right frequency to stick in your audiences’ minds.
Partnerships. Branded interviews and shows, interweaving your brand with conversation that keeps the UK talking. Plus, brand-new opportunities on social media, including LBC Explains… on TikTok.
Outdoor. Billboards, digital screens and BT Street Hubs breaking news across the country as it happens, with your brand right there with us (as part of a partnership).
Social. Carry on the conversation on LBC’s viral social media platforms.
Digital Editorial. A high-performing website built on quality journalism and radiating trust. A dependable source for thousands of visitors every week.
DAX. A digital advertising network across radio and podcasts, tightening your bond with LBC audiences in intimate listening moments. Be it on-air or in the presenters’ own podcasts, you’re there too.
Who listens to LBC?
The simple answer: everyone.
LBC’s greatest strength is that it gives the people – that’s you, everybody you know, and everyone you don’t – the chance to be heard and hold those in power to account.
It’s not just in one age bracket, either. Out of all UK speech radio stations, LBC listeners run a range of ages with key growth in recent years in the 24-54 bracket.
Triumphantly, LBC breaks people out of their echo chambers and creates a platform that gives everyone, from all different backgrounds and communities, the right to fair discussion.
*Source: RAJAR
How important is the audience to LBC?
On average, LBC listeners give us 11 hours of their time every week. With no music to fill space and three ad breaks an hour, the conversations with audiences keep the momentum going 24 hours a day. Their commitment to us is the reason we keep broadcasting.
Callers give unparalleled perspective on stories. They give us a layered understanding of topics close to their hearts, from a multitude of voices, viewpoints and professions.
Why should a brand advertise on LBC?
LBC is one of the most engaged UK radio brands. Our original research completed in partnership with Walnut shows that LBC is as energising to listen to as music radio stations, and just as engaging as listening to a podcast.
We understand our audiences, so we can connect advertisers to them with authority and authenticity. Your brand is in the hands of our commercial team, who are well-versed in strategic, creative and innovative ways to advertise on LBC. They’ll help you make the most of any advertising and partnership opportunities, including daytime sponsorships, branded interviews, and LBC Explains… on TikTok.
Meanwhile on air, our world-class production team makes sure your brand is always safe, meaning there’s nothing in the way between you and your audience.
Is LBC brand safe?
Advertisers, your brand is in safe hands. LBC is home to premium advertisers like Lloyds Bank and Motorway who trust us to show them in the best way possible to their audiences.
Our hosts have incredible journalist careers that have taken them all over the world, writing for respected publications and broadcasting for the likes of Sky News and the BBC. It means that our journalistic know-how keeps conversation respectful and flowing, 24 hours a day.
Does LBC’s politics change the reporting and discussion of news?
No – LBC doesn’t have a political agenda. Our shows encourage listeners – and presenters – to have their opinions challenged.
Out of all broadcasters, audiences believe LBC is the most balanced.* It’s thanks, in part, to having a mix of presenters across the political spectrum, or who generally tend to be quite balanced and open-minded in opinion.
Focus groups with LBC listeners show that they enjoy the wide range of diverse opinions that it showcases across a range of topics. More than that, LBC allows listeners to evaluate and shape their own view, listening actively to opinions of other people that they don’t share.
It’s the exploration of both sides of a story that LBC listeners value, and which generates the high level of empathy and engagement that’s unique to LBC.
Where is LBC available?
LBC can be heard all over the UK. There’s lots of ways audiences can listen or engage, as LBC is a truly modern media brand:
- On DAB digital and radio
- Streamed through the Global Player app or website
- On your smart speaker
- Through your TV
- The LBC App
What is LBC doing to be more inclusive?
We recognise our duty to represent Britain’s voices fairly. We aim for diversity of thought, from the range of topics, opinions, but also diversity within our producers and presenters too.
Against the backdrop of all UK speech radio brands, including the BBC, LBC and LBC News are proudly the most-balanced brands in gender diversity, with a 60/40 male-female split.
Are the callers real?
All calls are 100% real. Taking calls from the public to debate with on-air guests sets us apart from other major broadcasters like the BBC. Every caller is an LBC listener, moderated by our world-class production team and presenters, and provides an insight to how the nation thinks.