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guardian:广告主重新打开收音机

时间:2007-7-29栏目:新闻传媒学论文

 经历了三个季度的衰落,电台广告已经开始反弹,而这一切全得力于Sainsbury在广告花费上的大幅增长。
这家连锁超市曾因请到名厨Jamie Oliver出演电视广告而名噪一时,今年的头三个月在电台广告上花费了20万英磅,是比去年同期增长了10倍。
Sainsbury的品牌营销经理Andrew Ground说,公司的研究显示,对于Sainsbury来说,电台是除电视之外“最能创利的广告渠道”。
“正因为我们认识到了这一点,所以我们在电台广告方面的投入是越来越多。”他说。
广告局的数字显示,今年商业电台的收入增长到了3750万英磅,比去年同期增长了0.5%。
几家商业广告主,包括丰田,澳润奇和新闻国际,在广告支出上都有了显著的增长,但是政府方面的整体广告支出却下降了22%,而政府恰恰是英国的最大的电台广告主。
广告支出的下降折射出了政府在去年6月的大选中广告费用的上升。
“这是一个乐观的数字,我们很乐观的看到,在经历了一个时期的回落之后,电台又开始起死回生了。”RAB的经营总监Justine Sampson说到。
“考虑到其他的主流媒体正接连爆出广告水准的下降,这种成绩就显得相当振奋人心了,因为它的结果就是,商业电台的市场份额要增加了。”

COI通讯第一季度的电台广告支出是70万英磅,这使它成为迄今为止最大的广告主。
丰田在发起以Corolla, Avensis 和 Yaris等模特领军的广告攻势之后,又以20万英磅的支出位居第二。
OMD 和 Abbott Mead Vickers BBDO,这两个都是负责政府的广告业务的,分别为今年支出最高的媒体和创意代理。
来源:www.guardian.co.uk, 中华传媒网编辑Danny编译
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 re

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