The Radio Advertising Bureau has this week launched a new advertising campaign for commercial radio; this is the most ambitious project to date from the RAB, which has been going for three years now. The initial campaign, which features comments from Richard Branson, Maureen Lipman and Lord Attenborough, among others, runs for three months.
The RAB says that the investment should produce a significant shift in advertisers’ attitudes towards radio advertising. Douglas McArthur, managing director of the RA said that radio is growing 6 times faster than the rate of advertising in general in 1993, with radio revenue up 24% over the first 9 months of 1994. Research carried out by the Henley Centre forecasts that Commercial Radio will take 5% of display advertising revenue by 1999, and will take 4% in 1994.
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