Radio Targets Household Cleaning Brands

The Radio Advertising Bureau (RAB) has set its sights on attracting more household cleaning brands to use radio advertising, with the publication of a document drawing on a variety of research.

Mark Barber, director of advertiser consultancy, said: “The traditionally TV-dominated media schedule is very one dimensional when it comes to talking to consumers. The challenge for household cleaning brands has to be to stand out and create differentiation. Commercial radio is an increasingly strong medium for talking to housewives.”

The document, available on the RAB website, includes research from the Henley Centre which shows that radio is used by housewives, heavy consumers of household cleaning products, to enhance their mood when doing chores. It also points to the fact that commercial radio dominates media consumption in the hours immediately preceding shopping trips and highlights the fact that radio is a more cost-effective medium than television.

As the media recession bites, recent evidence from the Advertising Association shows that emphasising the cost effectiveness of commercial radio has been paying off, as the medium’s share of advertising revenue grew in the third quarter of 2001 (see Brands Turned On By Radio Advertising). If positive news for commercial radio also comes out of next week’s RAJAR results, it may be even better placed to build its position.

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

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