The Audience

Our audience is more than just a demographic.

Smooth is the only commercial radio station aimed at the 40-59 age group; but our audience is more than just a demographic. Smooth listeners are loyal and passionate, people who represent our values and share our love of life and music. Smooth is the radio station for people who not only believe that life begins at forty but are the embodiment of the expression. They are by no means the stereotypical picture of middle age; there's not a comfy chair or pair of slippers in sight. Our audience is more excited than ever about what the future holds. They’re more financially secure than they've ever been. They are absolutely determined to do all of the things they've dreamed of. They are people who really have 'been there, done that!' and are active in their pursuit of experiences which enhance and enrich their lives and help them to unwind.

The Map

Smooth broadcasts across the whole of the UK but it maintains full regional flexibility.

The Smooth brand has grown at an extraordinary rate, and now broadcasts to 5.6 million adults across London, the North West, the North East, West Central Scotland, the East and West Midlands and nationally via DAB.

Covering major conurbations: Manchester, Liverpool, Preston, Birmingham, Coventry, Wolverhampton, Nottingham, Derby, Leicester, Glasgow, Newcastle, Middlesbrough and London.

  1. Smooth Radio North West (Liverpool, Manchester, Preston)
  2. Smooth Radio London
  3. Smooth Radio North East (Newcastle, Sunderland, Middlesborough)
  4. Smooth Radio West Midlands (Birmingham, Wolverhampton, Coventry)
  5. Smooth Radio East Midlands (Derby, Nottingham, Leicester)
  6. Smooth Radio Glasgow

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Smooth's listeners are lovers of life and enjoy the relaxing music mix. It's unsurprising that the Smooth brand reaches 5.6 million (10%) adult listeners each week.

The easy listening that Smooth exudes appeals to both a male and female audience, but with a slight female majority (56%). Smooth’s male listenership totals 44%.

The average age of a Smooth listener is the fabulous 50, with nearly three quarters of their audience falling into the key 40+ age group.

Smooth's fortysomething listeners are lovers of the classic hits on the playlist.

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Smooth RAJAR Headlines

The Smooth brand now reaches 5.6 million adults a week

The Smooth network is also going from strength to strength and reaches 5.1 million listeners every week, for a total of 37 million hours.

Source: RAJAR Q2 2017, all stations and groups results are reported on their specified reporting period and TSA.

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