UK brands are under-investing in radio | WARC | The Feed
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UK brands are under-investing in radio
Despite strong evidence supporting the effectiveness of audio advertising, many brands appear unwilling to invest in the medium, writes Alex Brownsell. (This is an excerpt from a longer Opinion piece. Click "View more" to read the full article.)
New research from consultancy Ebiquity finds that major gaps exist between marketers’ perceptions of media attributes and their actual effectiveness. Crucially, this is the second ‘Re-evaluating Media’ study by Ebiquity – the first having been released in 2018 – but there is scant evidence to suggest marketers have been absorbing the vast quantities of industry research at their disposal.
Radio investment is falling short
Having been carried out in partnership with Radiocentre, the UK’s body for commercial radio, the report unsurprisingly highlights the under-utilisation of radio media for extending reach, building brand salience and optimising ROI. (It’s also worth pointing out that the study only considers broadcast radio; other forms of audio, including podcasts and streaming services, are disregarded.)
For instance, radio ranks in first place against the objective of targeting the right people in the right place at the right time, ahead of paid social and TV media. Yet from an advertiser and agency perception standpoint it languishes in equal bottom spot, alongside newspapers.
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