Commercial Radio Increases Appeal To Advertisers
Commercial radio is increasing its appeal to advertisers with further growth in its delivery of core audiences in the second quarter of 2004, according to Radio Advertising Bureau.
The latest RAJAR listening data for the three months to June reveals strong year on year growth in the time spent listening amongst a number of key advertising categories including Housewives, ABC1s and Children (see RAJAR Results Q2 2004: National Commercial Riding High).
Commercial radio recorded its highest ever reach amongst Housewives at 21.6 million, as well as an impressive 11.8% increase in hours to more than 331 million. Strong growth in hours was also recorded amongst Housewives with Children, which is one of the sectors most loyal audiences, tuning in for 16 hours each week.
The RAB claims that the latest figures display radio’s ability to reach upmarket audiences, with record reach (16.5 million) and hours (215.5 million) recorded amongst ABC1s. Strong listening figures were also recorded for children, which now tune in for an average of just over 11 hours each week, up by 7.9% from last year.
These figures will be welcomed by FMCG and retail advertisers keen to take advantage of radio’s ability to communicate messages to their target audiences. Across the last year the sector has seen FMCG advertising rise by 8.3%, with an 18.0% increase in expenditure from supermarkets and grocery chains.
Commenting on the figures, Lynne Springett, marketplace & PR manager at the RAB, said: “This is another great quarter for commercial radio as its celebrates continued growth, and were pleased to see listening amongst some of the most highly valued audiences go from strength to strength. More and more advertisers are taking advantage of radios ability to reach consumers when they are making purchasing decisions and we look forward to seeing this trend continue.”
Last month the RAB predicted that commercial radio can achieve a 10% share of display advertising revenue by the end of the decade as it exploits its power as a brand conversation medium. The industry body claims the 10% target is achievable because of the continued growth in radio audiences, better understanding on the medium in creative departments and greater acceptance by major advertisers (see RAB Sets Sights On 10% Share Of Display Revenue By 2010).
RAB: 020 7306 2500 www.rab.co.uk
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