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More good news for radio, as the Radio Advertising Bureau picked up an award for its effectiveness study at the Media Research Group Awards in Berlin last week. The RAB received the industry accolade after fending off competition from Thinkbox, Outdoor Media Centre and Newsworks. Unveiled in October last year, Radio: The ROI Multiplier used the first-ever cross-agency data to reveal that brands using the medium get nearly eight times the ROI.
Global Radio will launch a second Smooth branded station in the new year to complement Smooth Radio.
The new sister station will play “Your Refreshing Music Mix” from December 27th, on the slot currently used by Smooth Radio on Digital One, at 80kbps in mono. Smooth Radio will continue to be broadcast on 38 local multiplexes, plus AM & FM, following its removal from Digital One.
The UK radio industry to be in great shape and should serve as a great wake-up call to advertisers, says Simon Kilby, head of marketplace at Bauer Media. "Maybe 2015 will be the year that radio is finally recognised in the advertising world for the influential mainstream position it holds with the UK public?"
The Radio Advertising Bureau has hired Lucy Barrett, the communications director at JWT, as client director.
Barrett will be responsible for promoting radio advertising among advertisers and agencies. She will report to Siobhan Kenny, the chief executive, and takes up her new role in January.
Absolute 80s, featuring bands such as Duran Duran and Human League, is most popular commercial digital-only UK radio service. Duran Duran, Phil Collins and the Human League helped Absolute Radio top 4 million listeners across its seven-strong network for the first time, powered by a strong performance by nostalgia station Absolute 80s.
Radio is facing up well to new digital challengers, but budgets and listening figures don't tally, David Benady says.
Brands should increase their radio advertising spend to boost campaign effectiveness, according to the Radio Advertising Bureau. Radio listening accounts for more than a fifth of our daily media consumption, yet commands only 6 per cent of all marketing budgets.
Radio remains main channel for audio consumption although on-demand audio is increasing, RAB research finds. The research found that radio accounts for 70 per cent of listening time for consumers while on-demand content increased the weekly reach of the radio audience from 1,395 million hours in 2012 to 1,472 million hours in 2014.
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