Radio Secures Record Share Of Display Advertising

Commercial radio received a further boost today with news that it has secured a 7% share of display advertising for the first time.

The latest figures from the Advertising Association show that investment in radio advertising including sponsorship and promotions increased by 6.3% in the three months to September, compared to growth of just 0.2% for the rest of the advertising market as a whole.

The Radio Advertising Bureau claims to be confident that once the figures are consolidated this increase in adspend will take radio’s share of the display advertising market significantly over the 6.9% level that was achieved in three months to 2002.

Justin Sampson, managing director of the RAB, said: “These numbers demonstrate that commercial radio has been very successful in attracting an increasing part of advertisers’ investment in media advertising.”

He added: “Understanding that the medium is highly cost-effective at driving awareness, as well as being a successful builder of brand sales, is an important contributor to the increased confidence that advertisers have in the medium.”

According to the RAB, the recent growth in commercial radio has been driven by a number of major FMCG brands, which have increased their spend by more than 50% year on year. Procter & Gamble led the way in the twelve months to September, along with rival household goods manufacturer, Lever Faberge (see Radio Leads The Way Out Of Advertising Downturn).

RAB: 020 7306 2500 www.rab.co.uk

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