The Radio Advertising Bureau today announced details of the next phase of Commercial Radio’s own generic advertising campaign – The Window Campaign.
RAB, which is funded by all UK Commercial Radio stations, is spending £4m this year on its marketing campaign to improve the attitudes of business decision-makers to radio advertising. The new campaign which starts this week will be drawing attention to a collection of important facts and snippets about Commercial Radio which have been researched as those which have the greatest impact in changing perceptions about radio as an advertising medium.
Revenue from national brands now makes up over half of all Commercial Radio revenue and is accelerating, with the total advertising revenue for the year to June 1995 being announced as £246.3 million. Total advertising revenue has grown by 82% since 1992, with audience growing by 30% and advertising from national brands more than doubling by 106%.
The Opinion-Maker Endorsement (OME) campaign featuring testimonial from leading figures from industry and showbusiness, has been extended toinclude a return of Sir John Harvey-Jones, Trevor McDonald, Stirling Moss and Campaign magazine’s editor – Dominic Mills.
Douglas McArthur, Managing Director of RAB said, “Commercial Radio was the fastest growing advertising medium in 1993 and 1994, and there is every indication that we will pick up the winner’s rosette for 1995 as well. The last three years have been very good ones for Commercial Radio.”
Justin Sampson also from RAB said, “In 1992 there were bad perceptions of radio such as; does it work; people weren’t bothered with radio, and that its strengths were seen to be largely tactical. Advertisers have now re-assessed Commercial Radio with the advent of National stations, the ease of purchase packages, more credible audience research, increased and unified marketing and increased audiences. Commercial radio is now the brand leader ahead of BBC radio, having increased from 37% in RAJAR quarter period 4 in 1992 to 50.1% in quarter period 2 in 1995.” The Advertising Association predicts 190 percent growth in radio revenue over the next 12 years – beating all other media and the average industry forecast of 40 percent.
Andy Tilley from Zenith Media said, ” Advertisers also have confidence in the future growth of Commercial Radio. The last three years have seen fundamental change in the perceptions of Commercial Radio among advertisers and agencies. From the perspective of advertisers, their knowledge has risen dramatically and this greater understanding has lead them increasingly to consider radio for strategic advertising solutions.”
