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RAB anticipates a 10 per cent share of ad revenue in six years.(Radio Advertising Bureau)(Brief Article)
The Radio Advertising Bureau has predicted that commercial radio can achieve a 10 per cent share of display advertising revenue, the first time it has targeted such ambitious growth.
Douglas McArthur, the chief executive of the RAB, said that the 10 per cent target was achievable because of growth in radio audiences, better understanding of the medium in creative departments and greater acceptance of the medium by traditional advertisers such as Procter & Gamble.
He added that the radio industry was also more productive in having direct conversations with advertisers.
Figures from the past two quarters show that radio has achieved a 7 per cent share and new data from the Advertising Association is expected to show that it has broken 7 per cent across a full year for the first time.
McArthur cited 2010 ...
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