... in any other media. The radio sector saw increased spending by some advertisers such as car manufacturers, including MG Rover, Fiat and Toyota, according to the Radio Advertising Bureau. Radio advertising was marginally ahead of last year in the third quarter at £568m, compared with £565m in 2000. In terms of share commercial radio successfully left behind the tag of the "2% medium", recording the highest ever advertising share of 6.8% in July till September 2001. According to this facts, radio can be a powerful communicator. Commercial radio in the U.K. has only recently begun to fully identify and market its own individual strengths, which will be described and analysed in the following. Like already mentioned in the above, radio is becoming increasingly popular as an advertising medium. This is due to the growth of the radio stations themselves, but more importantly to the different strengths of it, which make ...

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