Established 1973 – 40 Years of Commercial Radio
Wednesday, 22.00, BBC Radio 2
Why is radio advertising so dreadful, then? It’s remarkable how innovative it can be on television, online and even in print, yet the techniques of radio advertising don’t appear to have moved on one inch since the seventies, still relying on pedestrian humour, unconvincing dialogue and horrendous jingles, all topped and tailed of course by those high speed disclaimers delivered in a way nobody has ever spoken in any other context. That alone is enough to ensure Creamguide rarely strays from the Beeb, but of course ILR and its successors have been responsible outside the adverts for many innovations, though less so now they’ve been able to drop both the I and the L.