RAB Campaign Will Encourage Massive Radio Growth

The Radio Advertising Bureau announced at the Commercial Radio Conference in Dublin this weekend that it is to launch a £2.5m generic advertising campaign for all commercial radio.

The campaign will target UK business decision-makers and decision influencers and bring them up to date with commercial radio. The campaign is known as the Window campaign, from a speech by Douglas MacArthur in which he spoke of “The Window of Opportunity for Radio Advertising.”

This campaign is expected to help build radio revenue further. According to Henley Centre research, which was presented at the conference, Commercial Radio will take 5% of display advertising revenue by 1999.

Radio is expected to achieve 4% of display advertising in 1994. The survey used research from advertisers, which was then econometrically modelled to forecast radio revenue.

James Walker, associate director of the Henley Centre, said that “National radio revenues will more than double between now and 1999, substantially accelerated by the impact of the campaign. The alternative would be a much slower rate of growth, with the only factors being new stations and organic growth in the economy.”

It is predicted that the RAB Window campaign will add £115m of extra advertising revenue across the next five years, between 1995 and 1999.

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