During a tour of media agencies and a presentation to the Radio Advertising Bureau, Hope-Milne argued that the auditing process takes no account of features unique to radio such as programme environment, presenter endorsements, sponsorship and audience involvement.
Hope-Milne asserted that though auditors are well equipped to measure ratings, coverage and frequency, they are missing the point of radio advertising by assessing cost rather than the overall effectiveness of campaigns.
He also called on auditors to employ more senior people to work on radio and stressed that media owners need to work harder to provide auditors with case studies and research.
"We have to find a solution to the growing problem, because the industry could be in danger of slipping back ten years to trading airtime purely on a commodity basis with no appreciation of the value of the medium," he said.
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