The Hidden Persuader

Advertisers splash out on radio

According to Media Guardian UK > "Spending on radio advertising has increased for the sixth successive quarter to reach £144m in the second quarter of the year, as cash-strapped advertisers look for cheaper ways to promote their products. Companies that traditionally spend millions of pounds on TV advertising have begun to plough more of their marketing budget into radio. Household goods giants such as Procter & Gamble are spending more than ever on radio commercials, with P&G alone spending over £8m in the past year on radio ads. The maker of brands including Oil of Olay and Daz increased its annual radio spend by 72% between June 2002 and June 2003, from £4.7m to £8.1m. P&G's rivals, Kimberly Clark, whose brands include Andrex and Huggies, dramatically increased its airtime for the first time, bumping its spend on radio ads up from just £81,000 last year to £1.2m. Lever Faberge Homecare, which sells Domestos and Persil, has also upped its spend on radio ads by 64% to £4.1m from £2.5m."