Commercial radio ad revenue down 10.2% in September quarter, reports Commercial Radio Australia

According to data compiled by Deloitte and released today by industry body Commercial Radio Australia (CRA), ad revenue for metropolitan commercial radio stations slid 10.2% in the September quarter of 2019.

The drop resulted in total revenue of $181.43m, down from $202.11m in the same period last year. All capital cities suffered a decrease in revenue, with the largest market, Melbourne, back 8.68% to $59.37m and Sydney back 11.44% to $55.04m.

Perth faced the biggest decline of 15.87% to $22.25m, while Brisbane was 6.7% down to $28.94m, and Adelaide back 9.39% to $15.83m.

“The results were not unexpected given the challenging overarching economic influences and broader market conditions,” CRA chief executive, Joan Warner, said.

“In response to this challenging environment the industry pro-actively launched a marketing initiative in August, alongside major radio advertisers including Aldi, Qantas and Coles Liquor to remind businesses of the effectiveness of advertising and the benefits of maintaining investment in marketing to grow brand awareness and revenues.

“The December quarter leading into Christmas is usually the busiest, and we hope to see the market stabilise before returning to growth.”

The Deloitte data reports actual revenue received by metropolitan commercial radio stations, including both agency and direct revenue.


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