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guardian:廣告主重新打開收音機
經歷了三個季度的衰落，電臺廣告已經開始反彈，而這一切全得力于Sainsbury在廣告花費上的大幅增長。這家連鎖超市曾因請到名廚Jamie Oliver出演電視廣告而名噪一時，今年的頭三個月在電臺廣告上花費了20萬英磅，是比去年同期增長了10倍。
Sainsbury的品牌營銷經理Andrew Ground說，公司的研究顯示，對于Sainsbury來說，電臺是除電視之外“最能創利的廣告渠道”。
“正因為我們認識到了這一點，所以我們在電臺廣告方面的投入是越來越多。”他說。
廣告局的數字顯示，今年商業電臺的收入增長到了3750萬英磅，比去年同期增長了0.5%。
幾家商業廣告主，包括豐田，澳潤奇和新聞國際，在廣告支出上都有了顯著的增長，但是政府方面的整體廣告支出卻下降了22%，而政府恰恰是英國的最大的電臺廣告主。
廣告支出的下降折射出了政府在去年6月的大選中廣告費用的上升。
“這是一個樂觀的數字，我們很樂觀的看到，在經歷了一個時期的回落之后，電臺又開始起死回生了。”RAB的經營總監Justine Sampson說到。
“考慮到其他的主流媒體正接連爆出廣告水準的下降，這種成績就顯得相當振奮人心了，因為它的結果就是，商業電臺的市場份額要增加了。”
COI通訊第一季度的電臺廣告支出是70萬英磅，這使它成為迄今為止最大的廣告主。
豐田在發起以Corolla, Avensis 和 Yaris等模特領軍的廣告攻勢之后，又以20萬英磅的支出位居第二。
OMD 和 Abbott Mead Vickers BBDO，這兩個都是負責政府的廣告業務的，分別為今年支出最高的媒體和創意代理。
來源：www.guardian.co.uk, 中華傳媒網編輯Danny編譯
Advertisers tune back into radio
Claire Cozens
Monday May 20, 2002
Radio advertising has begun to bounce back after three successive quarters of decline, helped by a massive increase in spending from Sainsbury's.
The supermarket chain, famed for its TV ads starring the celebrity chef Jamie Oliver, spent ?.2m on radio advertising in the first three months of this year, a tenfold increase on the same period last year.
Andrew Ground, director of brand marketing at Sainsbury's, said the company's research showed radio was the "most profitable advertising channel available to Sainsbury's" after TV.
"As we've realised how effective it is we've done more and more of it," he said.
Commercial radio stations' revenue rose to ?37.5m in the first three months of this year, up 0.5% on the same period last year, according to figures from the Radio Advertising Bureau.
Several commercial advertisers, including Toyota, Orange and News International, showed marked increases in their advertising spend but the overall figures were hit by a 22% decline in spending by the government, the biggest radio advertiser in the UK.
The decrease reflects a rise in government advertising spend in the run-up to the general election last June.
guardian:廣告主重新打開收音機
"This is a positive set of numbers and gives optimism that radio is starting to bounce back after a period of slowdown," said Justine Sampson, managing director of the RAB.
"The performance is also strong when you consider that other mainstream media are reporting continued declines in advertising levels - commercial radio's share should increase as a result."
COI Communications spent ?.7m on radio advertising in the first quarter, making it by far the biggest advertiser.
Toyota took second place, spending ?.2m after launching campaigns for the Corolla, Avensis and Yaris models.
OMD and Abbott Mead Vickers BBDO, both of which work on the government's advertising business, were the highest spending media and creative agency respectively.
guardian:廣告主重新打開收音機
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