RAB launches drive to boost World Cup radio advertising

The Radio Advertising Bureau (RAB) has launched a campaign to promote radio advertising around the football World Cup.

RAB is urging media buyers to consider radio for the event, being held in Japan and Korea next May, because many games are being played in the morning, when radio listening levels are at their highest.

Briefings have been sent to buyers to make them aware that games are being played between 6:30am and 12:30pm, as well as to outline the strengths of the medium.

They are also being referred to the RAB website, which contains a new section on the event, including recordings of football on the radio and a timetable for games.

RAB managing director Justin Sampson says: “From a media perspective it’s going to be difficult for people to watch matches on TV. Advertisers interested in the World Cup need to look at radio.”

The work is being carried out along with the RAB’s Creative Multiplier, launched last month (MW September 9), which is targeting key industry sectors that underuse radio advertising.

Sampson says that there have been “expressions of interest” from clients following the launch.

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