Radio As The 'Brand Conversation' Medium

Andrew Ingram and Mark Barber

It is widely recognised that radio has come of age as an advertising medium in the UK. This view is based on how its share of advertising revenue has grown from 2% to 7% in the last decade, and the fact that radio is now used by major national advertisers on an ongoing basis, rather than being dominated by minor brands.

But how will radio get to the much vaunted 10% level? In research that the Radio Advertising Bureau (RAB) has done into this question, one topic kept coming back up with great regularity creativity.