Local and national commercial radio enables UK advertisers to reach consumers at the most important times of the day so naturally they spend a significant amount of their marketing budget on the medium.
Radio does not require of its listeners the same focus that TV or press demand of their audiences and, as a result, can engage time poor consumers while they are doing other things. As such, radio is a unique medium.
ISBA recognises the impact of radio. We strive to keep our members at the forefront of industry news and developments, shaping the agenda. For these reasons, we have forged strong links with key trade and commercial bodies, such as the Radio Centre and the radio audience measurement body, RAJAR. These relationships have allowed our members to make a significant contribution to commercial radio’s development.
ISBA uses its status within the industry to influence the radio landscape. We have recently contributed to the OFT’s review of Global Radio’s acquisition of GCap Media plc, articulating the views of advertisers concerned that greater market share may lead to increased prices. Further, ISBA is an active supporter of digital radio. Later this year, we will respond to Lord Carter’s Digital Britain report, urging the Government to bolster commercial radio and help counter the dominance of the BBC.
Our Radio Action Group’s varied discussions have enabled advertisers to influence some of radio’s most pressing concerns. These have included market dominance, measuring effectiveness, the growth of ‘beyond the spot’ advertising, the role of radio specialists and the development of RAJAR’s handsets for audience data collection. Guest speakers regularly join the meetings to update members on key developments and opportunities within the genre. The Radio Action Group welcomes representatives from across our membership and has its own resource page here.
282 Kb | 25 Jun 2009
