Figures released at the start of the 2018 official ratings period show improved ad revenue.
Radio ad revenue for metropolitan markets rose by 1.69% year on year to $401.985 million in the six months ending December, reversing a 1.59% decline in the June half, according to data compiled by Deloitte and released by industry body Commercial Radio Australia.
“We ended the year on a positive note, and with consumer confidence and other economic indicators moving higher in recent weeks, we are optimistic that commercial radio can push on in 2018,” said CRA’s Joan Warner.
Radio demonstrated its resilience as it kept pace with overall modest growth in the total ad market in 2017, with metropolitan revenue for the calendar year up 0.07% to $780.518 million, compared to $779.960 million in 2016.
The industry will roll out a number of initiatives in 2018 to attract advertisers amid growing interest in audio content and platforms. These include the next phase of its Radio Alive industry marketing campaign and continued collaboration to increase the efficiency and flexibility of the radio advertising buying process through an automated holdings system.
The Deloitte figures report actual revenue received by metropolitan commercial radio stations and include all metropolitan agency and direct revenue.
Sydney was the strongest market over the December 2017 half, with ad revenue up 3.48% year on year to $126.160 million. Melbourne rose 2.73% to $125.135 million and Adelaide was up 1.30% to $35.594 million. Brisbane dropped slightly by 1.08% to $61.655 million and Perth declined 1.27% to $53.441 million.
The first 2018 ratings survey started yesterday and the results will be released by GfK on Tuesday 13 March 2018