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.
Message to advertisers. Support decent people who provide accurate information rather than boorish, arrogant shockjocks and see what a difference that makes. We’re all fedup with rubbish media.
Jodie, so how does this explain the decrease in ad spend on other media? The market is down across the media industry with the exception of Digital and STV.
I doubt if the Kyle thing had anything to do with the drop in revenue in November. It happened too late in the piece to have such an effect. In saying that, Retailers are less confident this year than they have been in a while and their media spend has declined a lot, along with a couple of related sectors, which would result, I suspect, in December being as bad as November.
I do agree with Jodie to some extent. Although radio spend has declines overall, some networks have done better than others, and the solid stable ones who consistently provide good service and reliable content have done very well for themselves in November will continue to do so in December. You have to keep in mind that success in Radio advertising campaigns is more art than science and the networks with the most inventive & original ideas & sales people are the ones that will grow regardless of the overall market conditions.
Unemployment number reinforced this today