45 Radio is a new digital radio station. We are OFCOM-licenced, commercial and independent.

• We play feelgood music, from the 1960s to 1990s
• Our target listener is aged 45-69
• The station features highly-experienced professional presenters
• We are currently at ‘beta’ stage and are now looking for partners as we plan for growth

45Radio can be heard via the following digital platforms. More are under development.

• DAB Radio: Manchester, Birmingham, Glasgow, Norwich
• Online: via the 45 Radio website- www.radio45.co.uk
• Online via the 45 Radio App for iphone and ipad; and via the following apps: MyTuner, Radiobox, Radioplayer, Simple Radio (for Android)
• Amazon Echo (Alexa). The fastest-growing way to listen to radio.

(Note: the ‘skill’ on the app must first be enabled for 45Radio)

• We play up-tempo, feel good music from the 1960s to the 1990s, for people aged 45-69 who enjoy hearing the great music of their generation
• We’re all about the music. On 45, there is less talk, fewer interruptions and above all, more music.
• We play a wider variety of music. Unlike most radio stations, we do not operate from a limited playlist of just 200 – 300 tracks. Listeners are able to hear a much broader selection of songs, some of which they may not have heard for some time.

“I hear many artists on 45 that I haven’t heard for years. I remember them all and they bring back many happy memories.”– 45 Radio listener (Audience Survey June 2020)

45Radio is managed and staffed by experienced, professional presenters. We know our listeners – and the music they love.

The target audience for 45 Radio is men and women aged 45-69. This is a large and growing group of people that loves life, loves music and is economically active.

A large and growing demographic

• There are 20.1 million people aged 45-69 – an increase of 34% on 1991
• For the first time ever, the number of adults aged over 45 now exceeds those under 45. By 2026, there will be 24% more over 45s than there are under 45

A wealthy group, that likes to spend money

• The wealthiest households in the UK are those where the head of household is aged 55-64, closely followed by 45-54 and 65-74 year olds
• 45-64 year olds are the highest-spending age group of all – spending around 25% per head more than people under 45
• Over the next 20 years, it is estimated that people aged over 60 will account for the majority of expenditure in most mainstream categories

Digitally savvy

• The number of people online and using social media amongst 45-64 year olds is now the same as that of the total population
• 97% of 45-64 year olds have a mobile phone, 87% are online and 67% use social media

A loyal and growing audience

• The estimated audience size for 45 Radio is 50,000 – and growing fast
• 84% are aged 45-74
• 74% listen to 45 Radio for at least 2 hours a day, of these, 46% listen for 4 hours a day or more
• 90% rate 45 Radio as excellent or good
• The estimated audience size for 45 Radio is 50,000 – and growing fast
• 84% are aged 45-74
• 74% listen to 45 Radio for at least 2 hours a day, of these, 46% listen for 4 hours a day or more
• 90% rate 45 Radio as excellent or good
• The estimated audience size for 45 Radio is 50,000 – and growing fast
• 84% are aged 45-74
• 74% listen to 45 Radio for at least 2 hours a day, of these, 46% listen for 4 hours a day or more
• 90% rate 45 Radio as excellent or good

Data sources: ONS, McKinsey, Ofcom, 45Radio Audience Survey, 45Radio analysis

45 Radio listeners are part of a generation that is ageing in a different way to its parents. They are leading longer, healthier and active lives, in which music continued to be as important to them as it was when they were younger.

Be young, be foolish, be happy

• Age is just a number. People aged 45-69 do not think of themselves as ‘old’. They refuse to look, think, feel, behave or accept their age
• A generation which is happier, more active, more confident and more adventurous than ever before, according to a number of research studies Dance to the music
• Music had a powerful and unique cultural and social impact on people growing up during the 1960s, 1970s and 1980s
• This has resulted in a lifelong taste for and emotional connection with popular music, that 45 Radio taps into

Bringing on back the good times

• Media and technology have made it increasingly easy to access music from all era, via targeted digital radio stations. It no longer depends upon a single programme on Radio 1 or 2, whether you have hung on to your record collection, or listening to the same old hits on ‘Golden Oldies’ stations
• Popular music is no longer just for the young. Many artists from the 60s, 70s and 80s have maintained or increased their profile and relevance
• And that’s where 45Radio comes in. We’re playing music from the 60s to the 90s for people who grew up with music, who value music and who want to enjoy great music and good times all over again

Data sources: The Mature Market Report, Found In Music/Dr Julia Jones research

45 Radio will benefit from the changing audio landscape

89% of UK adults (over 15) listen to the radio. They listen for an average of 20.2 hours a week – the same as 5 years ago. This is driven by the availability of radio via an increasing number of digital platforms: online, apps, DAB, DTV and smart speakers.

While we are in beta phase, we are keen to forge early relationships with likeminded businesses. We can provide a professional environment for your business and brand, an engaged and enthusiastic audience and a flexible approach.

Radio advertising and sponsorship offer many different ways of reaching potential customers. We are open to discussing any possibility – and to making it happen.

Why use radio?

• Live radio is unique because it offers human voice, human choice and connects people with the outside world. This makes it a trusted medium for businesses and brands to connect with many thousands of people
• Radio is a positive choice for advertisers, because it delivers the ‘three Rs’ – Reach (a large audience); Resonance (as an emotional influencer); and best of all, Results. Radio is extremely cost-effective, with industry case studies showing an average ROI of £7.70 for every pound spent

Why use 45 Radio?

• We offer an increasing number of highly-engaged listeners, who love the station and are loyal towards it
• Our listeners are a clearly-defined target group: people aged 45-69. This group is an important and often neglected group for many businesses, yet is wealthy and high-spending

Advertising and sponsorship opportunities

• Advertising. We can offer reasonably-priced advertising packages, tailored to meet advertiser’s needs. We will also produce your advertisement, at no extra cost. Commercials can be featured right across the day and week, or targeted to specific days or times
• Sponsorship. You could sponsor an hour a day, a particular show, the weather forecast, a feature within a specific programme, or any other aspect of our programming

07841-197874
sales@my45radio.co.uk