Radio entices more ads than ever before, says quarterly report

Commercial radio has doubled its share of display advertising since 1990 according to the Radio Advertising Bureau.

Commercial radio has doubled its share of display advertising since

1990 according to the Radio Advertising Bureau.



The latest figures from the Advertising Association’s Quarterly Survey

of Advertising Expenditure reveal that radio took 5.5 per cent of all

display advertising, compared with 2.7 per cent in 1990.



According to the RAB, the 5.5 per cent figure is commercial radio’s

largest ever share of the market.



In addition, the RAB concluded that commercial radio is yet again the

UK’s fastest growing medium.



Radio has been expanding faster than any other medium for six years out

of the last seven. It was only in 1997 that outdoor advertising, with

the benefit of election spending, overtook radio’s annual growth

rate.



Since 1992, radio spend has leapt two to three times the rate of overall

display advertising growth. Between 1990 and 1999, the growth in radio

advertising increased by 240 per cent.



Outdoor also recorded an impressive increase, rising 111.4 per cent.



TV was next, growing 83.2 per cent, newspapers jumped 50.3 per cent and

magazine display increased by 31.9 per cent.



Justin Sampson, managing director of the RAB, commented: ’This

demonstrates that the advertising industry values radio.’