Radio resilient in advertising downturn | radioinfo

Radio resilient in advertising downturn

Tuesday 08 April, 2003

Advertising expenditure on commercial radio increased by 0.8% to $684.4 million in 2002 according to the latest report by Commercial Economic Advisory Service of Australia (CEASA).

Commercial Radio Australia CEO Joan Warner says the result demonstrates radio’s resilience in the advertising downturn.

“Radio is the only medium that has achieved growth in advertising expenditure for the past two years running,” said Warner.

“Commercial radio is performing well compared to other media because it offers advertisers flexibility, reach and better value for money – and that’s a very attractive combination in the current market place.”

The CEASA report showed total advertising expenditure on radio, including community radio, rose by 1.1% to $702.4 million in the year ending December 2002. This follows a 1.6% increase for radio in 2001 compared with 2000.

Television recovered in 2002 following a sharp drop previously, while newspapers, magazines, outdoor and cinema all experienced further declines.
Warner said growth in the December half was particularly strong for metropolitan radio, with advertising expenditure up by 5.3% to $247.6 million over the corresponding period.

The national advertising category for radio also reflected the turnaround, up 2.8% to $180.1 million in the December half after a weaker first half. Total radio non-national was also stronger in the December half, up 2.2% to $185.2 million compared with the same period in 2001.

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