RAB campaign pays off as ad revenue increases

Total radio advertising revenue for the year to June 1995 was 246.3m, the Radio Advertis ing Bureau confirmed this week as it unveiled the latest phase in its 4m generic marketing campaign.

Revenue from national brands makes up more than half of all commercial radio revenue and is accelerating, according to figures compiled by the RAB.

Tracking research conducted for the RAB shows that doubts among the UK’s top 200 companies about using radio have fallen by 21 per cent since the start of the generic campaign earlier this year.

Following the success of the first phase of the campaign, commercial radio stations have agreed to increase funding from 2.5m to 4m for generic marketing this year.

A second wave of press and radio advertising to promote the medium breaks later this week, supported by a direct mail push involving distribution of two films and several brochures.

Advertising features opinion-maker endorsements from industry figures including Sir Bernard Ingham and Dominic Owens, advertising and corporate identity manager for Prudential.

The RAB will stage an advertiser conference in London on October 5 and plans a series of conferences targeting individual business sectors from next month, beginning with food and personal finance.

The finals of the Aerial Awards for Creative Excellence in Radio Advertising will take place on October 4.

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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

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