If I move some of my television budget to radio, will I get a better return?
Andrew GreenZenithOptimedia
BACKGROUND
$35.4 billion was spent on radio advertising across the 63 countries monitored in ZenithOptimedia's latest Advertising Expenditure Forecast summary.1 This was a little over 50% higher than the amount spent ten years previously, although radio's share was static at 8.3%.
The medium has performed relatively well in countries like the US, Canada and South Africa (double-digit shares); but has a lower share in most European and Asian markets.
Like other mass media, radio is facing its...