25.09.2023
Boom Radio is heaven for golden oldies
Boom Radio, which launched in February 2021 [and broadcasts nationally on DAB+], is booming. In that short time it has built a loyal audience of more than 641,000. Listeners tune in for over ten hours, on average, each week. Its founders are two commercial music radio stalwarts: David Lloyd and Phil Riley. Lockdown gave them the impetus to pursue a hunch that older listeners felt cut adrift by BBC Radio 2 and its commercial rivals. All those stations were targeting a working, aged 30-59 audience — for advertisers that’s where the money is supposed to be. But Boom is proof there’s gold in them there not-over-the-hills too.
(The Times) Read more