The media mix is a combination of advertising channels such as TV and radio that are employed when implementing the promotional objectives of a marketing plan or campaign. The roles of television and radio have evolved over time and their roles have changed. TV and radio advertising has grown massively both in the UK and worldwide. TV Licensing conducted research in 2010 on the UK average viewing figures. they discovered that UK residents watch more than 30 hours a week, or over four hours a day. The RadioTimes found that “Radio listening in Britain is at its highest level since records began in 1999, with 48.38 million people listening each week”.
‘Advertising effectiveness: the long and short of it’ was researched and written for the IPA. They concluded with the following chart:
AdBalance state that “Online Overtakes TV For First Time As Most Popular UK Ad Medium”