It wasn’t till the early 90’s that the first national commercial launched on Classic FM in 1992.
The local radio sector has evolved over the years. The advent of DAB digital radio has allowed broadcasters to reach a national audience, resulting in the rise of mega brands like Capital, Kiss, and Magic. Radio offers an agile activation medium, enabling tactical offers to be promoted, flexibly across the country. Radio also offers longer ads, sponsorship, branded content, and innovative digital solutions, providing advertisers with new and more creative ways to reach potential markets and customers.
However, It’s not all about radio. Digital developments have resulted in a rise in podcasts and audio streaming. With platforms like Spotify and digital audio exchanges allowing for super-specific audience targeting. At Lane Media we use industry planning tools to recommend the most cost-efficient mix of radio channels and podcasts to reach your target audience.