RAB: advertisers may miss out on rise in digital radio

Advertisers need to take a broader approach to using radio, according to research from the Radio Advertising Bureau (RAB), which shows that digital listening platforms are growing their share of radio audiences.

The report, out this month, finds that digital listeners accounted for 16% of the commercial radio audience last month – an increase of 46% since last November and a figure expected to rise with the launch of digital radio on mobile phones, through content services such as BT’s Movio.

The report also claims that the growth in listening through internet, mobile phone, digital TV and DAB radio, offers advertisers the chance to target younger listeners. It also highlights new listening patterns, such as higher evening listening, and greater interaction with listeners through “red button” technology, scrolling text services, podcasts and visual radio.

Alex Underwood, senior digital and planning manager at the RAB, says advertisers have the opportunity to develop multi-platform radio campaigns. He says: “In the past, commercial radio was guilty of running before it could walk in terms of DAB radio. It is time to start picking up the pace again.”

He adds that the RAB will focus on raising awareness among advertisers of how to best use new platforms and interactive services for campaigns.