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 as 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.
Our Radio Action Group’s varied discussions have enabled advertisers to influence some of radio’s most pressing concerns. These have included the ‘decoupling’ of creative agencies, 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.
1282 Kb | 8 Dec 2001
