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Radio: Special Report.(Brief Article)
People love radio. It's the homely companion to everyday life and it forces us to use a bit of imagination for a change. But, it seems, people do not love radio advertising. The survey on the page opposite shows that more than half of Brits find radio ads irritating, and two-thirds of us say we'll zap the commercials once we get our hands on a digital set with a TiVo-like gizmo.
It is true that radio advertising has improved in recent years - for which the Radio Advertising Bureau's Aerial Awards should take much of the credit - but, as BT's Steven Huddleston laments (page 29), it is still the medium's Achilles' heel. Clients are putting more pressure on their agencies to get better, but there's still a sense that radio briefs are sniffed at by creative departments.
This was plain enough at last month's Aerial Awards, where the same ads kept winning. One of the better campaigns was for the RAB itself, by the radio specialist ...
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