Commercial radio sees ad growth in December despite tough year
The commercial radio industry enjoyed a second consecutive month of ad revenue growth to round off what has been an otherwise tough year, rising nearly five cent to $54.15m during December.
The figures released by Commercial Radio Australia revealed that out of the five metropolitan markets Sydney saw the strongest growth. All other markets also grew with the exception of Perth.
According to the 2009 Metropolitan Commercial Radio Advertising Revenue, as sourced by Deloitte, advertising revenue in the five metropolitan markets during December last year, the Sydney market grew 8.19 per cent to $16.55m, Melbourne grew 2.14 per cent to $15.8m and Brisbane grew 8.16 per cent to $8.9m.
Adelaide also rose 6.36 per cent to $5.25m, which was a turnaround from its November performance when it fell 2.35 per cent to $5.24m.
Perth was the worst performer, falling 1.96 per cent to $7.62m – a drop from its growth of 3.93 per cent to $7.97m during November.
Joan Warner, chief executive Commercial Radio Australia, said: “Overall the 2009 figures are better than expected in what was a tough trading year for all media, particularly in the Sydney market.”
Overall for the month of December, revenue rose 4.67 per cent to $54.15m, compared to the same month in 2008. It also followed growth of over four per cent in November.
November and December were the only two months the commercial radio industry saw ad revenue growth in 2009.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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