Radio now takes a 4% share of all display advertising revenue, according to figures for the year to June’94 released by the Radio Advertising Bureau today. In the second quarter of 1994 commercial radio revenue rose to £52.6m, an increase of 23.1% on the same quarter in 1993.
The RAB claims that the growth in revenue over the past 12 months is not primarily due to new stations but rather the increase in national advertisers using the medium. There are now more national advertisers using radio than ever with revenue from this area increasing by 33% in the second quarter. New advertisers to the medium in the last 3 months have included Abbey National, Persil and Asda.
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