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Key reading

Pure radio

Planning radio campaigns

This article sets out some tips and guidelines for using radio as part of the media mix. It argues that radio has several key benefits as an ad channel, including mass reach, targeting by particular audience or time of the day and topicality, as well as having creative flexibility and a lower entry cost than other media.
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Audio today – how America listens

Nielsen research showing that radio tends to reach consumers close to the point of purchase.

Understanding radio audiences

Best Practice paper on the difficulty of measuring radio now that it is integrated with other channels.

Warc adspend database: Radio

This tool allows you to build your own adspend datasets for individual media channels, including radio.


Latest case studies

BBC 1Xtra: Black is not the cause, it's the result

This case study demonstrates how BBC 1Xtra, a digital radio station for 15-24-year olds, particularly from ethnic minorities, has found an audience-led strategy to maximise the potential of existing assets on air, online and with ongoing outreach.

Global: Understanding the Digital Audio Listener

This case study describes how Global, a radio station network, used listener research to drive an uplift in advertising sold through their digital advertising platform DAX by retaining existing and acquiring new clients.

PEDIGREE: K9FM

This case study describes how pet food brand Pedigree promoted itself in the New Zealand market with a campaign that targeted not only pet owners but their dogs.

Coffee Mate: The white side of Coffee Mate

This case study describes how Coffee Mate, a coffee creamer brand, faced stiff market competition from liquid milk, but by using a coffee truck to put its product into the hands of its target market in Mexico it was able to increase its household penetration and rate of purchase beyond expectation.

Latest articles

Adstats: International Ad Forecast

This brief article rounds up the international forecasts for 2016.

Global Marketing Index, January 2016: Marketing budgets rise strongly in Europe

This article summarises the results of the Global Marketing Index (GMI) for January 2016, when marketing activity continued at a solid rate of growth.

Hitting the right note: How music's multi-layered effect drives brand recognition and enhances engagement with advertising

This article considers recent research into music in advertising that made use of both the explicit and implicit responses of participants to a series of radio adverts.

How to use radio for customer acquisition

This article explains how to use radio in customer acquisition.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com