Agency Radio Awareness Survey

Media planners are continuing to under- value radio, according to a recent survey for Capital Radio undertaken by Continental Research.

30% of media planners failed to mention JICRAR as a main source of radio research,while 39% thought NRS supplied information on Capital Radio. 21% of respondents mentioned the AGB Home Audit panel as a source.

Aside froom JICRAR, the other possible sources for research are are actually the TGI and BMRC business survey.

The survey found that the planners’ main objections to using radio were that it lacks reach (33%) and that it provides the wrong advertising environment (20%).

Further Information: Tim Henderson, Capital Radio 071-608 6080