43% growth in Year on Year Spend
In a challenging advertising market, where online continues to disrupt traditional media spend, top brands are spending more on audio than ever before. This fact is best illustrated by the UK's top 10 radio advertisers, who increased their radio ad spend by 43% over the prior year, demonstrating more than ever that once brands experience the impact of radio advertising, they want to spend more.
The Top 10 Advertisers spent £116m in 2017, a 43% increase over 2016 spend of £81m, underpinning a total market growth of 5.1% and significantly outperforming the total media market growth of 3.5%.
A global pattern, repeating itself
Globally, more brands are increasing their spend on radio than ever before. According to the YouGov BrandIndex for 2017, the Top 10 brands in the US in terms of 'Ad Awareness' all spend on audio ads.
YouGov tracks the perception of more than 1,600 major brands daily, and studies a year’s worth of daily data, which includes interviews of 4,800 people each weekday for its annual survey.
The Top 10 'ad awareness' brands regularly appear among the top 100 national advertisers tallied weekly by Media Monitors, which tracks spot counts in 85 markets.
What the brands themselves have to say
There's no better endorsement of radio than listening to the brands themselves. And so, our congratulations to Campaign Magazines 2017 Top 10 UK Radio Ads. As these ads demonstrate, radio advertising can be an effective medium for all sorts of brands and messages - from public health, to consumer products, to raising awareness on important social issues.