Bauer Media is looking to build up radio reach in the UK from (18 million listeners according to the latest Rajar figures) by rolling out three acquisitions in the space of a week.
Wireless’ local stations in England and Wales, boasting a weekly reach of 850,000 listeners, adding to purchases of Celador Radio and Lincs FM Group earlier this week which is an addition 1.1 million listeners.
Wireless is comprised of fifteen licences across Lancashire, Cheshire, Shropshire, Derbyshire, West Yorkshire, Staffordshire and South Wales. Celador adds 25 licences across East Anglia, Thames Valley, Solent and the South West and Lincs FM Group comprises of nine licences across Lincolnshire, Yorkshire and Rutland.
All in all, the group has added 49 licences to its holdings which includes Absolute, Magic, JazzFM, Kiss, Kerrang and Planet Rock stations.
Paul Keenan, chief executive of Bauer Media and European Radio, said: "The Wireless local stations acquisition further underlines our belief in the UK and in radio.
“Outstanding content and growing audiences have driven three years of consecutive records for UK radio ad revenue. As the medium grows ever-more digital and adapts to new listening devices the opportunity expands to offer new and interesting services for listeners and advertisers. It’s a very exciting time to be in the audio business.“
Scott Taunton, chief executive of News UK’s Wireless opened up on the sale of the local units. “Wireless is a key priority for News UK, and this deal allows us to continue investing in our growing digital and national stations, talkSPORT, talkSPORT2, talkRADIO and Virgin Radio, and our successful Irish businesses.”
The deal expands the penetration of Bauer’s advertising network, particularly on a local level. On Thursday 7 February, TSB chief marketing officer Pete Markey explained why the banking brand had rolled out its first ever radio campaign (courtesy of the Global network).
He talked up the power of local radio, and in particular, the footfall-driving effects of “hyper-local” targeting.