Commercial Radio Outperforms TV Despite Drop In Ad Revenue

Commercial radio saw advertising revenue in the third quarter of 2001 fall by 6.4% year on year, although the medium is still outperforming TV and display media, according to the latest figures released by the Radio Advertising Bureau (RAB).

Analysis from AC Nielsen MMS shows that the amount of revenue advertisers invested in the medium fell to £135.6m during the three-month period ending September 2001, despite commercial radio taking an increasing share of broadcast media.

Commercial radio accounted for 13.1% of total broadcast media revenues during Q3 and early indications from MMS suggest that this could have risen to as much as 13.6% for the first nine months of this year.

Managing director of the RAB, Justin Sampson, said: “There is no doubt that the market is tough but we are seeking to ensure that the slowdown comes to be seen as a period in which commercial radio gained an advantage.”

COI Communications and BT were among the top advertisers on commercial radio in the third quarter, both increasing their investment by over 50% year on year. Toyota trebled its investment to become a top five radio advertiser for the first time and MG Rover and News International, which entered the top ten earlier in the year, have both continued to increase their radio investment.

The RAB, which published a guide advising advertisers how get the most out of radio promotions and sponsorship deals earlier this week (see RAB Publishes Guide To Radio Sponsorship), remains hopeful that commercial radio will continue to outperform the market.

RAB: 020 7306 2555 www.rab.co.uk

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