Digital radio: the new medium that people ignore

Howard Kosky

Discusses the prospects for digital radio, and how it may be used by advertisers. It will make radio a much more relevant medium for advertising.

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands