Brands Turned On By Radio Advertising

Commercial radio has recorded its highest ever share of the display advertising market, according to the Advertising Association’s latest Quarterly Survey of Advertising Expenditure.

The survey shows that in the third quarter of 2001, from July to September, commercial radio accounted for 6.8% of display advertising revenue. This figure means that the commercial radio industry’s share of the total UK advertising market for the year ending September 2001 stands at 6.4%.

Commercial radio also increased its share of broadcast advertising revenue in the third quarter of 2001 to 14.8%, in comparison with the 14.1% share it achieved in the same quarter the year before. Commercial radio’s annual share of broadcast revenue was 13.4% for the year ending September 2001.

Managing director of the RAB, Justin Sampson, said: “The tough nature of the market is widely understood but there is evidence here that commercial radio is faring well. The dislocation in the market caused by the slowdown will mean advertisers and agencies are examining the most cost-effective way of having an effect and radio has a very strong story to tell in response to this.”

According to the RAB, which recently launched the third wave of its campaign to promote the effectiveness of commercial radio (see RAB Plugs Radio Ad Effectiveness), Toyota trebled its investment in radio advertising during the third quarter of 2001. BT, COI Communications, MG Rover and News International also stepped up their radio campaigns and were among the top ten radio advertisers between July and September last year (see Commercial Radio Outperforms TV Despite Drop In Ad Revenue).

RAB: 020 7306 2555 www.rab.co.uk

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