Commercial radio ad revenue up 6.1% in October

Commercial radio ad revenue remained in positive territory in the month of October with revenue up 6.1% compared to October 2020, according to data released by industry body Commercial Radio Australia (CRA).

Ad revenue for the five major Australian capital city markets totalled $59.06 million in October compared to $55.67 million a year ago. Commercial radio revenue was at $53.1 million for September, a 12.7% rise on the corresponding period in 2020.

Sydney stations reported a 4% year-on-year increase in ad revenue to $17.88 million in the month of October, while Melbourne stations were 9.4% higher at $17.6 million.

Brisbane was up 2.4% to $9.72 million, Adelaide rose 1.5% to $5.6 million, and Perth stations increased 11.8 % to $8.27 million.

CRA chief executive officer, Joan Warner, who is set to stand down in 2022, said: “Roy Morgan Business Confidence saw the biggest increase in October so far for 2021 and this is reflected in the continued monthly year-on-year growth in radio ad revenues. The figures demonstrate that advertisers are increasingly confident as Sydney and Melbourne re-open.”

In August, CRA reported a 19.3% increase in advertising revenue for the month of July, rising to $48.57 million despite ongoing lockdowns across multiple markets.

That figure was up from $40.72 million for the same period in 2020, during which most of Australia was out of lockdown, sans Victoria.

The growth in ad spend across commercial radio steadied significantly since May when revenues jumped 72.6%.

The figures include agency and direct ad revenue and were compiled by media data analytics company Milton Data.

Warner appeared on the Mumbrellacast this year, to detail the switch in radio ratings measurement shake-up.


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