Advertisers To Spend More On Commercial Radio In 1998

A questionnaire distributed by the Radio Advertising Bureau (RAB) to a number of marketing directors and advertisers has found that they wish to increase spend on commercial radio in 1998.

63% of the delegates at the Marketing Forum ’97 said they planned to increase their spend on radio advertising.The average annual marketing budget of these delegates is around £13.4 million.

60% of respondents said they would increase their TV spend, but 16% said they would decrease it (the highest percentage wishing to decrease spend on an above-the-line medium). The majority of delegates said that they would increase spend on each of radio, television, press and outdoor media.

Radio Advertising Bureau: 0171 306 2555