Radio Boost Among Advertisers

According to research carried out by Continental Research on behalf of Atlantic 252, advertisers’ attitudes to radio have improved dramatically.

Fifty per cent of agencies claim to have increased their spend on radio in 1993, as opposed to 39% in 1992. 45% claim to have increased spend “a bit” while 10% claimed “a lot”.

92% of agencies said that they planned to use Atlantic 252 in the future, with 27% already having been on air. Andy Hawkins, sales director of the station said, “The national channels are clearly having a substantial impact in raising advertisers’ interest in radio”. Douglas McArthur, managing director of the Radio Advertising Bureau, predicts a further explosion in revenue for 1994; “…the future looks incredibly buoyant”.

Research from RAJAR combined with BARB shows that radio is more efficient at reaching the 16-34s than television, even taking into account campaigns directly targeted at young audiences.

Douglas McArthur said, “Television advertising is effective but can be incredibly wasteful in reaching the younger audience”. Even with youth programmes, such as the ITV Chart Show, 32% of the audience falls outside the profile, while with The Word the figure rises to 41%.

According to RAJAR figures, only 25% of adult listening to stations such as Kiss and Choice in London is outside the 16-34 target.

Steve Cox, media planner at the RAB said, “radio is quite literally the only means of reaching the computer mad young adults of today.”

Radio Advertising Bureau 071 636 5858.