RAB Launches Online S&P Resource For Advertisers
The Radio Advertising Bureau (RAB) has launched a new online resource dedicated to helping advertisers and agencies develop sponsorship and promotions activity.
The move follows the rapid growth of radio sponsorship and promotions (S&P), which saw revenue increase by 14.7% year on year during 2002 to reach £71.2 million. This helped the commercial radio industry to see its total revenue for 2002 increase by 2.5% year on year to £562.8 million (see Commercial Radio Boosted By Sponsorship And Promotions).
The new online resource, available at www.rab.co.uk, includes details of the latest S&P activity, a fully searchable database of campaigns and a variety of audio examples. It also features an extensive set of best practice guidelines to help national advertisers and their agencies maximise the potential of their S&P campaigns.
Users can also access to a collection of research studies examining listeners’ response to radio sponsorship and promotions, as well as training courses and contact information for S&P specialists within the major station groups.
Commenting on the initiative, the RAB’s director of media planning, Peter Cory, said: “Radio sponsorships and promotions are becoming an increasingly relevant and flexible opportunity for advertisers to reach ready-made communities of like-minded listeners in a live, entertaining and interactive way. The new S&P section on RAB online collates all our learnings in this area, presented in an easily digestible format for our customers”.
Earlier this year Woolworths was signed as the multimillion sponsor of the Network Chart Show, in what is thought to be the biggest sponsorship deal in British radio history (see Woolworths Signed As New Chart Show Sponsor). More recently Capital Gold secured Telewest as the sponsor of its new breakfast show, which will broadcast across the entire Capital Gold network (see Capital Gold Secures Telewest For Breakfast Sponsorship).
RAB: 020 7306 2500 www.rab.co.uk
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