UK Radiocentre CEO: we can’t just stand still and tell the same story
Matt Payton, CEO of the trade body for commercial radio Radiocentre, tells The Media Leader his “feet have not touched the ground” since he started in the role in July this year. Looking at how the market has evolved over the last 10 years, Payton says it has gone from largely local and regional broadcast radio stations, to national brands and brand extensions on DAB and online and increasingly to podcasts and streaming services. Payton explains: “The fact that radio still comes out as the largest part of the overall listening landscape across all age groups is a really strong story, and actually what’s happened is the growth of podcasts and the growth into other types of audio have actually helped grow the cake for everybody, so it’s not been a zero sum game of well, podcasts are undermining radio or music streaming is killing those services. It’s actually just made more listening, and certainly more commercial audio listening that advertisers can use to advertise on.”
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