The radio trade body is urging advertisers to focus on the medium above television spots given that the majority of matches will kick-off during working hours.
The RAB has been proactively contacting media and advertising agencies to push forward the initiative stating that the main body of radio listening hours take place during the day and that TV ads will struggle comparatively to reach a mass audience with so many people at work.
With the English national soccer team securing qualification to the World Cup, the competition offers a significant opportunity for advertisers to cash in on the public passion for the event.
