According to a report from the Radio Advertising Bureau one of the biggest growing sectors in radio advertising is telecom equipment manufacturers and retailers which have grown by 62% year on year from a £14m to £23m. Radio now takes a 24% share of these advertisers’ budgets. At the forefront of this growth is Carphone Warehouse which is consistently one of radio’s top ten spenders over the last five years.
Top Spending Telecommunications Companies On Radio (£’000s)
MAT Oct 97
MAT Oct 96
% Growth
% Total Spend
Carphone Warehouse
7,437
5,267
41.2
65.7
Vodafone
3,397
823
312.9
23.7
Talkland International*
2,967
344
763.6
95.4
One2One
1,346
428
214.6
6.1
The Link Store
1,039
818
27
19.8
Hutchinson Telecoms
904
471
91.8
15
Cellnet
807
1,148
-29.8
29.3
DX Communications
730
222
228.2
55.4
Mobile Phone Centre
495
523
-5.3
51.9
Mobile Phone Store
465
377
23.4
96.9
*Talkland is now part of Vodafone Retail Source: MMS
Over the same period, spend from this sector, across all above the line media, went up from £83m to £98m. Across all advertisers spend on radio is 4.8% share of the market; in this light telecoms manufacturers and retailers are investing heavily in a medium which they feel complements their brand.
Radio Advertising Bureau: 0171 306 2555
Media Jobs
Hello. We have downloaded cookies on your device. Some of these cookies are essential for the website to function. Others are non-essential and are used for analytics and advertising.
We need your consent for these types of cookies.
To withdraw your consent or change your cookie choices, please do this through your browser settings.
Otherwise, click OK to accept and continue.
