Has the absence of a standardised rating mechanism in radio impacted the way in which advertisers and agencies look at radio as a communication medium?
A. The lack of research has certainly impacted the entry of radio into more media plans. At the same time, advertisers, media planners and buyers have lost the so-called gut-feel aspect in taking a decision on a brand new medium given the amount of money that flows into radio, which is a percent or two of a brand’s budget. I doubt whether they scrutinise other media in the manner they scrutinise radio, where spend levels are discretionary. The beauty of radio advertising is, due to its here-and-now nature, it can deliver immediate results.
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