The amount spent by internet advertisers on radio rose by more than 300% in the twelve months up to the end of August. High profile companies such as BT Highway, Freeserve, QXL, Amazon and CurrantBun are driving the market, which reports the total above-the-line adspend by internet advertisers up by 102% over the same period.
The Radio Advertising Bureau (RAB) says that the increase in internet advertisers favouring radio is due to the passive nature of the medium. The Net allows listeners to tune in to radio while surfing and acts as an indirect response medium, directing people to site locations. It is able to reach business people before the start of the working day and its normative qualities appeal to a wide range.
Top advertisers overall for the medium for the twelve months to the end of August were the Central Office of Information which spent £11.3 million on advertising. Next were Dixons (£10.4 million), BT (£9.3 million) and Carphone Warehouse (£8.1 million).
Radio Advertising Bureau: 0171 306 2500
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