Times Radio UK – A slow-build acquisition strategy
- Publisher Enders Analysis.
- Publish Date June 30, 2020
- Sector Media, radio, UK Media.
- Company

Times Radio launches as an ad-free commercial speech radio service on DAB and online. By extending brand reach, it forms part of the marketing funnel to convert listeners into subscribers
Radio is remarkably resilient for a traditional mass media, and this arrival will complement the strong commercial sector and the mighty Radio 4
Timing will be a revenue challenge, but this bold, cost-effective, intelligently deployed experiment comes as the news industry is most at risk, a welcome innovation for readers and listeners—and for the sector
Contents
Extending reach for The Times
The opportunity in radio
How to judge success?
List of charts/tables
Figure 1: Subscribers and pricing for quality newsbrands
Figure 2: The Times & The Sunday Times subscribers (000)
Figure 3: Weekly radio hours by platform, 15+, 2010-20 (bn)
Figure 4: Times Radio launch schedule
Figure 5: National speech radio weekly hours, BBC vs. commercial, 15+ (m)
Figure 6: Comparison of national speech stations
Figure 7: National speech stations share of hours by age and weekly reach, Q1 2020
Figure 8: Weekly reach of radio news and podcast listening by age, 2020 (%)