More advertisers exit 2GB

Yesterday morning, when Peter Saxon posted his Op Ed piece on the fallout from Alan Jones’ comments about NZ Prime Minister, Jacinda Ardern, 52 advertisers had pulled their schedules – either from The Alan Jones Breakfast Show, 2GB as a whole or the entire Macquarie Network.
 
As of now, 24 hours later, a further 15 have jumped ship according to the Sleeping Giants website belonging to the activist group that’s been spearheading the boycott campaign against the veteran broadcaster. 
 
This takes the total number of cancellations to 67 or 62% of the 108 advertisers identified by the group as having advertised on 2GB over the past week or so.

According to AirCheck™, which monitors advertising activity on all radio stations in metro markets and major provincials, in a three day period prior to the Jones kerfuffle (5 – 7 August) they found 2,228 individual instances of ads (an average of around 30 spots per hour over 72 hours). 
 
In a 72 hour period commencing two weeks later (19 – 21 August) soon after the Jones comments, schedules were down by almost 20% to 1787 instances, representing a net reduction of 441 spots in a three day period.

 
 According to a report in The Australian, quoting SMI (Standard Media Index) data, Macquarie Radio has lost revenue almost every month this year, however the figures are only up to date to July and do not include the ‘sock in it’ period where the advertisers above have withdrawn ads. SMI data calculates advertising spend made by most of Australia’s media agencies, but does not include direct advertisers or IPG Mediabrands. As of July, Macquarie Media has generated about $23.8 million in advertising revenue from agencies, down 6.5 per cent. Interim data for the month of July shows a 17 per cent year on year fall to $2.4 million.

 

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