Commercial radio sector grows share of display ad market

New figures from the Radio Advertising Bureau reveal that the commercial radio sector has grown its share of the display advertising market for the first time in 5 years.

This follows on from a strong final quarter of 2009 which saw a revenue uplift of 6.3%.

Official figures from WARC/AA show that while the overall media market declined by 12.7% in 2009, radio grew its share of total display from 5.8% to 5.9%, the first annual growth since 2004.

The RAB anticipates that this positive trend will continue into 2010, with industry estimates indicating that Q1 has increased year on year, with national advertising leading the way with a 15% increase.

Simon Redican, managing director, RAB, said: “To see the first annual share growth for 5 years, during the worst recession in living memory, is a terrific achievement for the commercial radio sector, and one that is unmatched by any other traditional media.

“It is a strong signal that the sector has turned a corner and not only halted decline, but moved into renewed growth, and is further evidence that the commercial radio industry’s on-going investment into programming, talent and marketing is paying dividends in both audience and revenue performance.”