Local Radio Brands Important To Advertisers, Says Survey

A direct mail questionnaire conducted by GWR Group has revealed that the strength of local radio brands in clients’ advertising campaigns is gaining weight. 73% of respondents to the questionnaire agreed with the statement, ‘Local radio advertising has more credibility with my clients.’

All the respondents believed that bigger brands are now advertising on local radio; 65% agreed that local radio plays a different role in the advertising mix to the national stations. However, agencies are clearly not entirely satisfied with campaign research as half of respondents disagreed with the statement, ‘I can now get effective radio campaign research.’

GWR Group’s Marketing Division sent the questionnaire via the internet to 400 agency personnel; 17% of recipients responded.

These results are announced in the same week that GWR’s national sales operation, Opus, is launching its new buying system called The Network Spot. The Network Spot will offer advertisers airtime across across 42 of GWR’s local stations (subscribers see GWR’s Opus Launches New Ad Plan).

GWR group sales and marketing director Simon Ward says: “We are delighted with the response to our questionnaire which confirms for the first time on a Group-wide level the importance of local radio in the advertising mix … The launch of the Network Spot this week means brands will now be able to receive an even higher profile and rate of exposure from one minute of prime time inventory in just a single purchase.”

GWR Marketing says that it is also launching a new scheme which will allow clients to run test campaigns prior to on air activity. This will feature instant tracking to measure potential effectiveness, says GWR.

GWR Group: 0171 344 2718