Missed out on HEARD? Here’s everything you missed – except lunch –

Professor Mark Ritson’s presentation last Thursday (which you can watch in full further down) suggested, with the subtlety of an avalanche (of facts), that advertisers who use television and other media should devote 11% of their budget to radio. By doing so they could double the effectiveness of their campaign.

“I’m happy with that.” exclaimed the event’s host Ford Ennals, CEO of CRA.

Why wouldn’t he be happy? Given that radio has historically maintained a market share of 8%, (a remarkable feat in view of the vast increase in competition over the past decade) a potential lift to 11% would be a great result all around.

Ritson makes a very good case for why it should be so in this presentation…


You can watch all the HEARD sessions from last Thursday HERE.

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