Digital radio: the new medium that people ignore
Howard Kosky, The Market Tiers, suggests that Digital Audio Broadcasting will make radio more relevant to advertisers than ever
Howard Kosky
This year sees the 25th anniversary of commercial radio in the UK, and its share of the marketing mix continues to grow rapidly. Almost a third of all daily media consumption is accounted for by radio and it is the medium most consumed up to 4.30pm daily.
Since commercial radio started in 1973 with only three stations, the independent local radio (ILR) market has grown massively, and there are now more...