UK Radio Advertising Shows Second Successive Quarter Of Growth
Radio advertising revenue in the UK rose by 2.1% to £139 million in the second quarter of the year, according to new data released by the Radio Advertising Bureau (RAB).
National advertisers, including Sainsbury’s and Nestlé, invested a significant amount in radio during the period. Growth in spend from telecoms companies was also substantial. The top advertisers in terms of spend were the Government and Sainsbury’s.
Quarter on quarter, the rise in spend is 2.7% in Q2 2002. Radio’s share of advertising rose to 6.7% in Q2; the RAB is confident that a 7.0% share will be achieved across the full year.
Around 60% of UK radio revenue comes from national advertising and so the fortunes of the sector as a whole are largely tied to the strength of national advertising, as the chart below demonstrates. Of the remainder, just over a quarter is local advertising and 13.5% is sponsorship and promotions (using Q2 2002 figures).
| UK Radio Revenue Growth Trends | ||||
| Local | National | Sponsorship & Promotions | Total | |
| Q2 2000 | -3.3 | 38.6 | 38.7 | |
| Q3 2000 | -10.0 | 19.2 | 22.7 | |
| Q4 2000 | -3.7 | 16.7 | 22.3 | |
| Q1 2001 | -9.7 | 6.2 | -4.6 | 0.8 |
| Q2 2001 | -2.7 | -17.6 | 1.0 | -12.2 |
| Q3 2001 | 3.2 | -11.8 | 5.2 | -6.4 |
| Q4 2001 | 1.3 | -18.8 | 6.6 | -11.6 |
| Q1 2002 | 8.7 | -4.7 | 15.5 | 0.5 |
| Q2 2002 | 3.1 | -1.2 | 16.8 | 2.1 |
For reference, the latest radio revenue growth forecasts from the Advertising Association can be found AA Revises Forecasts Up In Light Of Improving Climate.