Radio is a background medium. Will anybody hear my ads?

Andrew Green

This paper highlights the importance of the often overlooked medium of radio advertising. Traditionally, radio ads have been seen as less effective than their television, print and online equivalents, but while they may be subject to variation in terms of recall, they also have more of an impact than is normally imagined.

Radio is a background medium. Will anybody hear my ads?

Andrew GreenZenithOptimedia

Worldwide, in the 58 countries covered by ZenithOptimedia's Advertising Expenditure Forecast summaries, advertisers were estimated to have spent $33.7 billion on radio in 20051, 71% more than ten years previously. Over the same period, TV spending grew by 67% and print by 43%. Radio's share of total advertising investments rose from 8% to 8.5%, despite the arrival of the internet as a new medium during the period.

On a five year view, however, the same source traces a decline in radio's share from...

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