Perth leads radio revenue rebound

Perth has recorded the strongest growth in metropolitan radio advertising revenue during 2010. Figures released by industry body, Commercial Radio Australia, show Perth grew 9.59% to a total of $89.19 million for the 2010 year.

According to the 2010 Metropolitan Commercial Radio Advertising Revenue, as sourced by Deloitte, advertising revenue grew in all five metropolitan markets during 2010 compared to the same timeframe in 2009.

Nationally, the commercial radio industry recorded a 7.8% increase on the previous year to a total of $675.08 million.

Sydney grew by 8.55% to a total of $211.15 million; Brisbane was up 8.25% to $108.8 million; Melbourne grew 7.05% to $203.2 million and Adelaide was up 4.57% to a total of $62.6 million.

Chief executive officer of Commercial Radio Australia, Joan Warner (left) said the good result for the 2010 year was a turnaround from the previous twelve months and had meant the industry finished the year on a positive note.

“The industry has worked hard to keep its message top of mind with advertisers over the past twelve months and this work will continue in 2011,” Ms Warner said. “However, the figures also show a slower month of December, which reinforces how competitive the media market is and how important it is to deliver the message that radio is an extremely effective and efficient advertising medium.”

Advertising revenue fell 1.71% for the month of December 2010 compared to the same timeframe a year earlier to a total of $53.22 million for the five metropolitan markets.

Only Perth and Brisbane recorded growth for the month of December, with Perth up by 2.21% to $7.78 million and Brisbane up by 1.54% to $9.04 million.

The other three markets fell with Sydney down by three percent to $16 million; Melbourne down 2.9% to $15.35 million and Adelaide down 5.15% to $4.98 million.