Radio rules the world

22 Oct

Thanks to Nielsen’s Global Advertising Report, the good news is that radio ad spend worldwide is up by oodles. 6.6% to be precise.

In the changing media landscape, only online fared better and online only faired a little bit better (7.2%).

The figures are a comparison of year on year performance, so the real story here is that radio advertising is on the march. Radio is not just becoming more relevant to listeners as it transcends hardware and becomes a near ubiquitous part of our connected lifestyles as a whole; it is also becoming more relevant and voluminous to advertisers. Money being spent by advertisers is proof of radio’s strength in an ever more demanding marketplace that wants metrics, direct response proof and competitive value at every turn.

A lot is said about the emotional bedrock of why radio is so good – and a lot is said about how listening figures seem so resilient – but its great to see that advertisers and their dollars / yuan / euros also see radio as a new and exciting way to do more and more for their marketing objectives.

The worldwide radio ad spend figures point to particular growth trends in the Middle East, Africa and Latin America but Europe was no slouch at 2.8% growth (that in a context of shrinking European media consumption as a whole). At Radio Experts, we like to think we’ve contributed our little bit to these figures, with another record breaking year for us.

Call it a radio revolution, or an evolution, maybe even a renaissance – whatever it is – radio is in rude health and global popularity is meeting hardware democracy. Fun times ahead! Please get in touch if you would like us to show you some of the newest innovative ways to reach audiences with well placed audio. Its what we do!

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk. @timcradioexpert

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