BT Is Largest Q4 1999 Radio Advertiser

BT’s promotion of new call charges and the Home Highway internet access service pushed the company to the top of the radio advertisers’ table for the fourth quarter of 1999, according to figures compiled by the Radio Advertising Bureau (RAB). BT’s spend of £3.2 million narrowly exceeds that of Dixons, which ploughed £3.1 million into radio in the three months to December 1999. Dixons spend includes all activity for the group’s Currys, The Link, PC World and Freeserve brands.

The largest increases in spend came from Sainsbury’s and Nestlé, up 480.0% and 541.4% year on year respectively. Sainsbury’s was promoting its Reward Card during this period and Nestlé was heavily advertising its Aero and Kit Kat products.

The top buying point for the quarter was BMP OMD, which buys for clients including Vodafone, Camelot and Boots; the agency’s spend grew by 48% year on year to £9.6 million. BMP OMD takes the top spot from Carat, which drops down to second place. MindShare’s work for Nestlé saw the agency report the largest year on year increase in spend, up 133.9% to £5.9 million.

Radio Advertising Bureau: 020 7306 2500