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radio, industry events and work-
shops, web platforms and industry
outreach.
Additionally, we present examples
of successful adaptation – under-
standing the relationship between
television and younger people, new
measurement techniques that ac-
count for audiences beyond the TV
screen or radio set, innovations in
programmatic and automated trad-
ing. In some cases, we have select-
ed initiatives that go beyond simply
promoting our media to changing
fundamental aspects of our industry.
Stronger together
Almost all of the cases presented in
this collection draw their strength
from collaboration, in many cases
between direct competitors on a
market. By uniting for the common
cause of promoting their media, they
present a united front, with con-
sistent messaging and a powerful
advocacy towards media agencies,
advertisers and the wider public.
We have included examples from
both television and radio in this
collection, as the cases selected,
in many cases, highlight universal
truths.
Together, these cases show our
media in their best light: dynamic,
forward-thinking, built on the foun-
dation of many years’ engagement
with their audiences.
Old truths never die. Television and
radio remain the great entertainers,
the most engaging storytellers and
the most effective partners for driv-
ing advertising outcomes.
Combining dynamism and quick
adaptation with a strong founda-
tion built over many years, televi-
sion and radio have new stories to
tell.
Television has been a presence in the
home for almost eighty years, and
radio recently celebrated its cente-
nary. Marketers understand both
media and have worked with them
for decades.
So why do these venerable media
need promotion? It is clear that peo-
ple love both just as much as ever,
and the fact that the audience is
moving gradually towards new ways
of watching and listening is a sign of
a healthy and innovative industry.
However, legacy alone cannot sup-
port a sustainable future, and tele-
vision and radio need to tell their
story, now more than ever before.
Traditional media face an unprece-
dented challenge from new sources
of entertainment and information,
and the last decade has seen digital
competitors emerge from nothing to
become major – and in some cas-
es – dominant players, both in term
of attention from the audience and
press alike and in attracting adver-
tising expenditure.
The giants of digital and social have
been remarkably effective at win-
ning the hearts and minds of mar-
keters, often managing to spin their
narrative on the basis of question-
able data. And who could blame
them? In the process, some of these
companies have become amongst
the biggest on the world’s stock
markets. But as some of the early
shine has started to dissolve, mar-
keters are beginning to apply greater
editorial
scrutiny. When can an impression be
safely assumed to represent a real
person? What rules should we apply
with regards to measurement and
viewability? How big a problem is
ad fraud, and what of the rise of ad
blockers?
Brands ultimately care about the
bottom line, and now is the time to
return the marketer’s attention to
the unchanging truth: television and
radio advertising deliver results.
Reinforcing the messages of the
past; reinventing a new narrative
for the future
The initiatives included in this egta
collection offer a snapshot of some
of the most effective work carried
out by television and radio compa-
nies in recent years, in many cases
through their trade bodies and rep-
resentatives. Broadly speaking, they
fall into two categories:
• building on – and reinforcing –
the undiminished strengths of
their media
• demonstrating the new possibil-
ities that emerge as those media
evolve and adapt to an increas-
ingly digital landscape
The reader will find examples of
research techniques that are long
established – accountable measure-
ment, econometric modelling, neu-
romarketing techniques – refreshed
and updated to deliver new data
that prove what we have known for
years.
We also highlight some of the most
effective communication platforms
through which these messages are
disseminated: global and local cam-
paigns to promote television and