Commercial radio sets tough ad target

The commercial radio industry has set itself tough growth targets as part of its plans unveiled this week.

Commercial radio aims to win a 7 per cent share of display advertising within three years, increasing industry revenues from £600 million to more than £700 million.

Andrew Harrison, the chief executive of the radio trade body the RadioCentre, said the target was achievable thanks to the growth of digital radio and a better presented case to advertisers.

Speaking at the RadioActive conference in London, he said: "That's our key action on revenue for 2007 - rebuilding the case for radio with advertisers, agencies and influencers across the industry."

Harrison also emphasised that commercial radio has a long-term goal of building a 50 per cent share of listening against the BBC. It currently has a share of 43.6 per cent.

The RadioCentre also outlined a series of lobbying victories that it says should aid commercial radio growth, including the BBC licence fee settlement and a decision by Ofcom not to apply the same rules on junk-food ads to radio as it has applied to TV.


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