Boom Radio was created in Autumn 2020, as the UK was entering the second phase of lockdown. Veteran radio executives David Lloyd and Phil Riley thought there might be some merit in establishing a new type of commercial radio station, aimed at potentially disaffected BBC Radio 2 listeners – those older fans who were feeling left behind by that station’s decision in 2018 to target more closely younger ‘mood mums’ aged in their late 30s, 40s and 50s.
The Boom vision was for innovation in both programming and operation, with a deep playlist, full-service presentation from accomplished familiar presenters, and remote operation allowing the business to offer a high-quality, cost-efficient new entrant to the market for older listeners.
Boom Radio remains an independent operator, not tied to one of the major radio groups, funded by 32 private shareholders.
The station started broadcasting in February 2021, and an initial weekly reach of 233,000 listeners and 1.8m hours listened gave the station the confidence to believe more growth could be achieved. Audiences have continued to grow and current RAJAR metrics stand at almost four times the size of those early numbers.
Boom Radio is undoubtedly one of the most successful media launches of the last decade.