Commercial radio revenue at $53.1 million for September, a 12.7% rise on 2020

New reporting figures compiled by Milton Data and released by Commercial Radio Australia (CRA), reflect a rise of commercial advertising revenues of 12.7% for September in comparison to last year, with total station revenue at $53.1 million.

Commercial ad revenue for the quarter totalled $151.4 million, up a further 16.1% for the corresponding period in 2020.

CRA chief executive officer Joan Warner, who is set to stand down in 2022, commented that it is encouraging for the industry to see strong year-on-year growth, despite lockdowns in the two largest markets for the majority of the quarter.

CRA CEO Joan Warner

“It is evident that businesses are utilising radio’s strong call-to-action to drive in-store and online traffic, as restrictions begin to ease. We are hoping the positive momentum will continue in the lead up to the busy Christmas retail period.”

The figures are however down on reporting numbers earlier this year, with revenue in May reporting a total of $59.605 million.

Over the course of September, with Melbourne in its sixth lockdown since the onset of COVID, the market generated $16.7 million in ad revenue, making it the largest market, up 31.3% on September 2020. For the quarter, Melbourne revenue was up 31.5% to $49.5 million.

Sydney closely followed, with ad revenue of $14 million in September, a dip of 6.5% on 2020 figures, as the city was open this time last year. For Q3, revenue was fairly stable, a 2.5% growth to a total of $41.2 million.

Brisbane revenue rose 15.3% in September compared to last year generating $9.1 million in revenue,with Perth also up by 17% to $7.8 million and Adelaide up13.6% to $5.6 million.

All markets showed growth in the quarter with Brisbane up 16.9% to $24.8 million, and Perth up 16.3% to $21.1 million, and Adelaide by 11.8% to $14.8 million.

Milton Data took responsibility for compiling the agency and direct ad revenue figures in July this year, taking over from Deloitte.

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


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