NEWS: Radio industry in bid to bolster profile through accountability

The radio industry has moved another step closer to full transparency by announcing several measures aimed at making the medium as accountable as TV.

The radio industry has moved another step closer to full transparency by

announcing several measures aimed at making the medium as accountable as

TV.



The Association of Independent Radio Companies this week unveiled a set

of extensive proposals at a specially convened press conference that was

attended by members of the Incorporated Society of British Advertisers,

the Institute of Practitioners in Advertising and the Radio Advertising

Bureau.



The trade body for commercial radio pledged to provide standardised

transmission certificates for each radio campaign by May this year; that

all national sales points will provide agencies with a full post-

campaign summary, verifying ratings against agreed audiences, by the

middle of the year; and that all members will provide speedier, and more

accurate electronic commercial logs to the monitoring bodies, Media

Monitoring Services and Register-MEAL.



Andrew Robertson, corporate marketing manager of Bradford and Bingley

Building Society, speaking on behalf of the ISBA radio group, said: ‘An

accountability system for radio is long overdue. Advertisers will now be

able to have the reassurance that they got what they paid for and some

measure of where their money was deployed. In addition, standardised

transmission certificates will make life easier for agencies and

clients.’



Derek Morris, joint media director at BMP DDB Needham, said: ‘These

developments provide answers to questions raised about the medium. As an

industry, radio is a warring faction but to improve the service to

clients like this is impressive.’



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