The shift in power between the radio networks this year has been accompanied by a marked shift in the style of advertising that is being sold and that media agencies are calling for, reckons Eardrum founder Ralph Van Dijk. Those that are losing out in the ratings battle are trying harder, is his suggestion.
“The briefs that we get from the networks, the smaller the [audience] numbers, the more focus they tend to put on the creative,” Van Dijk said. “They are saying 'we may not have the numbers but we do more with them'.”
He said that media agencies were increasingly seeking to buy an audience where the network's numbers had grown, while agencies and advertisers were being convinced to work more creatively to counteract diminished reach with higher engagement and cut-through.
“It is interesting, the temptation is to rely on people just tuning in,” he said.
While creative agency work had slowed as agencies sought to protect margins, Van Dijk said strong interest from brands to build engaging, creative cross-platform ideas remained.
He said there was a tendancy for the networks that were dominant in the surveys going for the spot sells based on reach rather than engagement.
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