Research Findings on Community Radio Listenership
Research was conducted to gain a deeper understanding of the relationship between listeners and their community radio stations. An online survey was distributed to listeners who responded to publicity via the Community Media Association (CMA) or the community radio stations themselves. Listeners from over 150 community radio stations across all four UK nations participated. 

The survey was not designed to be representative of the UK population or all community radio listeners. Instead, its objective was to provide insights into the value and needs fulfilled by community radio for its audience.

The survey results highlight the strong connection listeners have with their community stations. Many respondents expressed disappointment, and some even devastation, at the prospect of their station going off air. When asked about the most valued aspects of their community station, the following attributes were prominent:
• Highly localized news, traffic, and weather updates.
• Diverse music selections.
• Relatable and personable presenters.
• Provision of community service and connection to the local area.

The ability to access very local news is a highly valued attribute of community radio, particularly in areas lacking other local stations or where nearby stations cover wider regions. In some areas, where local newspapers are absent, community radio may be the sole source of regular local news updates.
Music plays a significant role for listeners, and the music played by community stations is considered a major reason for tuning in. The specific music genre is important, and many listeners appreciate the varied and unpredictable nature of the music selection. Community radio’s showcasing of local musical talent is another valued aspect.

Presenters are perceived as engaging, likeable, relatable, and authentic. The connection between listeners and presenters is such that many listeners consider them friends or family. They also appreciate that community radio staff often consist of volunteers.

The inherently local nature of community radio fosters a strong affinity among listeners. The encouragement of listener participation further strengthens this connection. Many listeners appreciate the opportunity to learn about local issues and activities. Respondents also acknowledged the practical and emotional support provided by their community stations during the coronavirus pandemic.
More broadly, listeners value their community radio stations for raising awareness of local services, highlighting local good causes, and supporting local events. They also appreciate the inclusion of locally relevant advertising.

Basingstoke Community Radio (BCR) Listener Profile
• Our core listenership falls within the 35-65 age group, with a balanced gender ratio (55% female, 45% male).
• We reach residents of Basingstoke and surrounding areas: Chineham, Overton, Kingsclere, Odiham, Hook, and Whitchurch.
• Our listeners have diverse interests, including local news, community events, and a wide range of music genres.
• Listening Habits: Our most popular shows are the Breakfast Show (7am-10am), Morning Show (10am-1pm), Afternoon Mix (2pm-4pm), and Drive Time Show (4pm-6pm). We also have many specialist shows in the evenings and weekends.
• Listening Platforms: DAB+, online streaming, smart speakers, and mobile app.
• Listener figures: BCR listener figures for Q4 2024 – 12,245.
Reasons Why Community Radio Is Valued (Survey Data)
• 19% Provision of ‘local news/information’.
• 18% It involves the community’

Detailed Survey Data:
Q: Reasons why community radio is valued. Below is a list of all the things people have said they value about community radio stations. Which of the things on the list do you value about [your community radio station]? Please select all that apply. Q. which of the things on the list do you MOST value about [your community radio station]?
Feature
Valued (%)
Valued MOST (%)
Listeners who know someone at the community radio station they listen to (%) Valued (%)
Valued MOST (%)
Those involved with a community radio station (%) Valued (%)
Valued MOST (%)
It involves the community
Local news/information
Presenters sound like ordinary people
Local voices/personalities
It’s independent/not part of big business
It’s for people like me
Specialist interest music
Local music artists
Carries advertising for businesses local to me

Programmes not available elsewhere
32%

Specialist interest programming
22%

Carries advertising that is relevant to me
19%

Local people I know that are involved with the station
20%

Other
7%

Q. What would you miss if community radio did not exist?
While many respondents expressed feelings of sadness, disappointment, loss, or upset, the word “devastated” was frequently used, and many elaborated on their feelings at length, indicating a strong emotional connection.
[Note: All verbatim responses are from a community radio listener group.]

Comments from respondents:
• “The highly local nature of the station means that news, traffic, travel, and weather updates are appreciated for having greater personal relevance, since they focus on the immediate area.”
• “I want to hear local news… not national stations that just blast out music all day except for the occasional weather [and] traffic forecast for places hundreds of miles away from me.”
• “I’d miss the friendly chat, local news, road reports and information relevant to the area where I live.”
• “I love that it is local and relevant to me (news / traffic info etc).”
• “You get more local information ie. news, weather, road information.”
• “I would miss the local traffic updates.”
• “I would be very unhappy if [my community station] went off air as there would be no local information or news.”