J-ET Trading System Boosted By Survey Results

The J-ET electronic trading system for commercial radio campaigns is already helping to revolutionise the planning, buying and selling of air-time, according to an online survey of users at key agencies and sales points.

The J-ET system, which now manages booking and accountability for over 75% of all national radio advertising spend, launched in October last year with the backing of the IPA and the RAB (see J-ET Trading System Welcomed As Ground-Breaking).

The first survey of J-ET customers shows that the new technology, which is operated by MediaTel Group, has been embraced by the industry, with 80% of users rating the system good or excellent in terms of the benefits it is already bringing to radio advertising.

Over 140 respondents, representing 15 agencies and all the major sales points, were also able to comment on the product and offered a number of suggestions for new functionality, which have already been acted upon.

J-ET has been developed to make radio planning and buying more efficient, by allowing users to communicate screen-to-screen throughout the trading process from initial briefing through booking to post-campaign accountability.

The system’s user base is currently being extended to further London agencies and to agencies and sales points in Manchester and Leeds.

Capital Radio recently announced its intention to bring greater accountability to the radio sponsorship and promotions market, with the launch of a new digital tracking system to measure on-air credits that could potentially link into the J-ET system (see Capital Radio Launches Sponsorship Tracking System).

J-ET: 0207 439 7575 www.j-et.com

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