Digital set to boost radio figures by 10 per cent, RAB says

Digital radio is likely to increase radio listening by 10 per cent over five years, according to research unveiled at a joint Radio Advertising Bureau and BBC seminar last week.

The RAB believes technology enhancements and more choice will lead to the increase in listeners.

The research also cited the growth of devices such as mobile phones that include radio and features such as rewind radio as factors behind the predicted growth.

Michael O'Brien, the client services director at the RAB, said: "Digital radio is providing more for the listener and the advertiser. There is no doubt this will help the medium to continue to grow."

Speakers at the event included: Simon Nelson, the controller of BBC Radio and music interactive; Jo Hamilton, the head of research at BBC Radio and Music; Andy Tilley, a partner at The Ingram Partnership, and professor John Naughton, the chairman of RAB-eye.

The RAB/BBC event follows encouraging news for commercial radio that showed advertising revenues rose by 7.5 per cent in the first quarter.

Total revenue to the end of March reached £150.9 million.

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