Feb 2019 RadioWorks Blog
Bauer has announced its latest purchase of Celador Radio and Lincs FM Group, two of the UK’s local radio portfolios. This is following the Group’s acquisition of Jazz FM, launch of Hits Radio and Greatest Hits Radio and announcement of classical station Scala Radio.
At a time where their main rival Global, focuses on entering the Out of Home market, Bauer looks to expand their radio and audio reach. With radio ad spend forecasted to grow 4.8% this year, it’s no wonder Bauer has made this key investment.
What does this mean?
With the launch of Hits Radio in 2018, it’s likely that Bauer will use this opportunity to boost their newer network’s reach adding Celador and Lincs stations (1.1 million listeners) to the Hits family. Due to Bauer’s existing stations Viking and Wave 105, the group has immediately announced the sale of KCFM in Hull, The Breeze in Winchester, Portsmouth and Southampton and Sam FM South Coast.
Celador Radio is hot property with 25 licences broadcasting across East Anglia, Thames Valley, Solent and the South West and Lincs FM Group comprises nine licences across Lincolnshire, Yorkshire and Rutland.
Not only will Bauer be growing their analogue listenership, but additionally their digital reach. This purchase includes two digital properties which we predict will elevate listening, which sits currently at 60%.
Stan Park, Chairman or RadioWorks Group commented: “Although Paul Smith (Celador) and Michael Betton (Lincs) have exited the Commercial Radio scene, the two have both built highly successful radio groups. They provide a great fit for Bauer, colouring in areas of the map they previously couldn’t reach with local FM transmitters. As radio remains resilient in the media landscape, it will be interesting to see if any other broadcasters follow in Bauer’s footsteps.”
What Bauer says:
CEO of Bauer Media UK, Paul Keenan, said: “The UK’s love of radio shows no signs of diminishing and we are investing to extend our reach and broaden our offer…Through this investment, Bauer Media is demonstrating its fundamental belief in the UK, one of its key markets, which it is certain will continue to offer great opportunities for growth and economic success and in the continuing relevance of radio as a medium.”
If you want to find out more about advertising on commercial radio stations or digital audio platforms in the UK or internationally – we can help!