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Commercial radio sees 8% ad revenue lift in first quarter

The commercial radio industry has recorded ad revenue growth of nearly 8 per cent for the first quarter of the year, an uplift from its 2.8 per cent fall in the same 2009 period when it was hit by the global financial crisis.  

The latest result has been buoyed by a rise of over 15 per cent in ad revenue for the month of March, according to Deloitte figures commissioned by Commercial Radio Australia.

Advertising revenue in the five metropolitan markets for the first quarter showed growth of 7.71 per cent compared to the same period last year, to a total of $151.1m.

The strongest growth for the quarter was in Sydney, up 11.23 per cent to $47.5m; followed by Perth, up 10.62% to $20.77m; Brisbane up 5.5 per cent to $24.2m; Melbourne up 5.44 per cent to $44.3m; and Adelaide up 3.45 per cent to $14.2m.

Figures for the month of March for the five metropolitan markets showed an increase of 15.58 per cent compared to the same time frame last year, to a total of $59.2m.

Sydney recorded the strongest growth, up 21 per cent to $18.95m; the Perth market grew by 20.97 per cent to $7.87m; Adelaide was up by 16.07 per cent to $5.578m; the Melbourne market grew by 12.5 per cent to $17.3m; and Brisbane grew by 6.9 per cent to $9.4m.

Joan Warner, CRA chief executive, said: “The strong start to 2010 is great news for the industry and reflects improved economic conditions and also the resilience of radio in attracting advertising dollars when marketing budgets are tight.”

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