RAB Plugs Radio Ad Effectiveness

The Radio Advertising Bureau (RAB) has launched the third wave of its campaign to promote the effectiveness of commercial radio and hopes to turn the advertising downturn to its advantage.

Eight new executions are being broadcast across the commercial radio network, with the key message that radio can be four times more effective than TV as an advertising medium. This statistic was a major finding in the Millward Brown Radio Multiplier study. Four of the executions also look at the different ways in which people connect with their radios.

Douglas MacArthur, chief executive of the RAB, commented: “The current advertising slowdown looks set to continue for the medium term. Many of the advertisers we talk to are still demonstrating great uncertainty about their forward marketing budgets. Commercial radio sees this as an opportunity to communicate our message that the medium is an effective alternative. Periods of budget pressure are times when rather conservative advertisers are forced to re-assess their media mix. When they re-assess radio they will find a very cost-effective medium.”

RAB: 020 7306 2500 www.rab.co.uk

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