A row has erupted between Carlton Television and the Radio
Advertising Bureau over research findings advertised by the RAB.
Martin Bowley, the chief executive of Carlton Media Sales, has written
to the UK's leading advertisers denouncing an RAB ad that claimed: "A
combination of TV and radio is more effective than TV alone." The ad
quoted Millward Brown research that claims a shift of 10 per cent of a
TV budget on to radio can increase advertising awareness by 15 per
The Carlton letter claims that the RAB cost calculations were
misleading, that the 17 brands used in the survey were unrepresentative
of the breadth of product sectors in the UK and that the study failed to
take into account outdoor advertising.
Bowley then used Television Opinion Monitor figures to suggest TV
advertising is more popular than the radio equivalent. "The latest
results show that the percentage of those questioned who responded with
a favourite TV ad was 50 per cent. The figure for radio was 6 per cent,"
The RAB said it would "defend the research vigorously" to advertisers
and agencies. Justin Sampson, the RAB's managing director, said: "We are
perplexed as to why Carlton is devoting so much time to attacking RAB
output when we're devoting our time to taking our message to advertisers
Defending the research, Sampson added: "Carlton is seeking to discredit
one of the RAB's largest project investments. The research provides a
real insight into how TV and radio work together."