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Last month, Global made a bold move by launching 12 new radio stations in a single day, something chief commercial officer Mike Gordon described as an “ambitious goal” — one that reflects the company’s forward-thinking approach to the evolving audio landscape. This launch includes sub-brands under several of Global’s major brands: Heart, Smooth, Radio X, Classic FM, and Capital. Each sub-brand is tailored to specific genres and listener demographics, providing audiences with options like Heart Musicals and Radio X Chilled. This is not Global’s first foray into rapid station launches; in 2019, the company launched five stations within a single week, but this latest release marks a new level of commitment to expanding its audio portfolio.
Gordon explained that the decision to launch 12 stations was rooted in extensive research conducted by Global’s content and programming teams. These teams identified specific gaps in the market where new radio formats could attract listeners. Although they could have launched more than 12, the final selection was determined by a balance of market demand, programming potential, technical logistics, and investment considerations. This approach underlines Global’s strategic planning in its efforts to add value for both listeners and advertisers, as it seeks to fill targeted niches within the audio market.
The new station launch comes at a time when Global’s audio business is experiencing strong growth. The latest Q3 Rajar data, which was released on the day of the interview, showed Global’s overall portfolio grew by 11% year-over-year, reaching a total audience of 27.7 million listeners. Flagship brands like Heart, Capital, and Smooth each posted double-digit growth in their weekly reach, with Heart growing by 14.6%, Capital by 21.2%, and Smooth by 23.5%. Gordon highlighted that these numbers are significant, particularly given the broader challenges facing traditional media channels like print publishing and broadcast television.
A key factor in Global’s success has been its ability to adapt to changing listener habits, especially as audiences increasingly favor digital platforms. Gordon noted that Global benefits from being free to air, which has helped it capitalize on the shift towards digital listening on smartphones, smart TVs, and smart speakers. In fact, the share of radio listening on smart speakers has grown by 22% year-over-year, indicating the platform’s growing importance. He emphasized that radio’s sustained popularity in a digital age is remarkable, noting that more people are listening to Heart today than 15-17 years ago — a testament to radio’s enduring appeal.
Rather than viewing streaming services like Spotify and Apple Music as direct competitors, Gordon sees them as complementary to radio. He pointed out that, unlike Spotify playlists where users often know what to expect, radio offers an engaging experience with live presenters who add personality and spontaneity. This, he argued, keeps listeners coming back to radio, where they find curated content that caters to moods and genres but also includes an element of surprise.
For advertisers, Global’s diverse station portfolio offers valuable targeting opportunities. Sub-brands like Heart ’10s allow advertisers to focus on specific demographics within a broader brand context. Additionally, Global’s programmatic platform, Dax, provides access to inventory not only across Global’s radio stations but also on other digital platforms, including SoundCloud, podcasts, and gaming. Gordon noted that this programmatic flexibility has been particularly appealing to clients who are seeking broadcast reach but with the nuanced targeting capabilities typically associated with digital channels.
At a time when other traditional media are grappling with shrinking audiences, Global’s steady listenership is notable. As clients seek broadcast media that can complement their online campaigns on Google and Facebook, Global’s consistent reach has made it an attractive option for advertisers. Gordon highlighted that radio’s multiplier effect for TV campaigns remains strong, helping clients amplify their brand message across channels.
Looking forward, Global’s digital growth remains a key area of focus. Dax, in particular, represents a major growth opportunity, with programmatic advertising expected to play an increasingly central role in the company’s future. Gordon estimated that while the UK radio market is valued at around £780 million annually, the outdoor market is worth approximately £1.3 billion, and the TV market is around £5 billion. The programmatic and internet protocol-connected market, by contrast, is worth between £25 million and £45 million — a relatively small but rapidly growing segment that offers substantial incremental growth potential.
When asked whether there are plans for more station launches, Gordon responded with a light-hearted chuckle, indicating that Global’s portfolio is extensive enough for the time being. He added that the company’s position as a privately held entity allows it the flexibility to invest and adapt as necessary, a luxury that has fueled excitement and optimism for Global’s future. Looking forward, the company aims to continue innovating within the audio space, building on a foundation that has already expanded its reach to nearly 30 million weekly listeners across audio and over 50 million weekly through its outdoor advertising capabilities.
As Global heads into a new phase of leadership, with STV CEO Simon Pitts set to replace Stephen Miron as CEO, Gordon expressed confidence in the company’s direction. With renewed contracts in place with Transport for London, Network Rail, and BT Street Hub, Global is well-positioned to maintain its wide-reaching influence across both audio and outdoor advertising. Gordon acknowledged the broader economic uncertainties but affirmed his belief in radio’s ability to deliver both broadcast reach and digital precision, setting Global up for continued success in the evolving media landscape.
