THE RADIO ADVERTISING Bureau’s latest figures spell good news for UK commercial radio stations. The sector achieved over 5% of the total display advertising market for the first time in 1998, as many advertisers moved from traditional TV ad campaigns to seek new ways of reaching their target audiences. The continued growth of radio advertising [the majority of which is now responsive] has confounded many industry observers who doubted it could continue to expand at nearly 20% a year. Last year, commercial radio stations achieved an annual advertising income of £420 million, an 18.6% increase on 1997.
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