Sydney radio market loses nearly 7% of ad revenue in November

Advertising revenue in the Sydney radio market saw one its the biggest falls in recent years during November.

Compared to November 2010, the market dropped by 6.79% to $19.112m according to new numbers issued by Commercial Radio Australia.

It is likely that one factor in the fall was advertisers pulling ads from the Kyle & Jackie O Show during the final week of November following the outcry over Kyle Sandilands personal comments about a News Limited journalist.

However, there was a fall in other metro markets too. Melbourne was down 3.66% to $18.393m. Brisbane was down 2.66% to $10.254m. Perth was down 0.43% to $8.538m. Only Adelaide saw growth – up by 1.08% to $5.861m.

The drops also come in the context of strong growth in November last year.

According to the CRA, the first five months of the financial year saw radio’s national metro revenue drop by 0.48% to $299.14m compared to the same time a year before. Overall, the metro markets were down by 3.46% to $62.161m nationally in November.

The figures, compiled by Deloitte, include direct advertisers and media agency bookings.

Joan Warner, CEO of the CRA, said: “Trading conditions are certainly tougher and the Sydney market is flat, but hopefully the market will finish on a high with Christmas trading.”


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