The commercial radio industry is seeking expressions of interest from media and advertising agencies to access an industry pool of funds for joint research projects, chief executive officer of Commercial Radio Australia, Joan Warner said today.
Ms Warner said the commercial radio industry is constantly looking at ways of adding value to advertiser or agency campaigns.
“The industry wants to partner with agencies in investigating radio's effectiveness and is seeking a range of ideas from agencies for cooperative jointly funded research,” Ms Warner said.
Commercial Radio Australia, on behalf of the industry, has completed significant research over the past few years on radio advertising including radio and online working together; radio and television working together; radio’s relevance in a changing media environment; radio’s effectiveness as an advertising medium and Australians’ engagement with commercial radio.
“We want to work closely with media and advertising agencies on projects they may have identified as requiring extra information to further promote radio to their clients as part of the media mix. We are looking to begin implementation of at least one cooperative research project in the second half of 2011.”
“We exist in an extremely competitive media environment and an ever changing technological world, so it is vital the industry maintains its position as an effective and flexible medium and continues to be considered a vital part of media plans. Research is an essential component of this,” Ms Warner said.
More information can be obtained by contacting Claire Ward, Marketing Manager, at Commercial Radio Australia at claire.ward@commercialradio.com.au.
Information for projects to be considered for implementation in the second half of 2011 is requested by 31 August.