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Radio Billings Outstrip Revenue

Radio Billings Outstrip Revenue

A report, commissioned by the Radio Advertising Bureau, has found that the top twenty agencies more than doubled their radio expenditure over the last four years and that radio billings now outstrip revenue growth.

For the fourth consecutive year commercial radio’s share of advertising revenue has risen. In 1993 commercial radio revenue stood at £178 million and had grown by 74% to £309 million by 1996.

The top twenty agencies now produce around a third of all radio advertising. The Media Centre and Zentih vie for the top spot as top media buyers and Leo Burnett heads DMB & B as the top spending creative agency with over £9.4 million.

Top 20 Creative Agenices Ranked By Radio Billings For 1996
Agency Total Radio %
Leo Burnett £123,384 £9,439 7.65
DMB & B £182,309 £9,103 4.99
O & M £255,057 £8,629 3.38
Publicis £185,912 £7,949 4.28
AMV BBDO £306,962 £7,659 2.50
Saatchi & Saatchi £224,421 £7,214 3.21
M & C Saatchi £178,007 £7,097 3.99
BMP DDB £237,705 £6,858 2.89
Mc Cann Erickson £140,768 £4,953 3.52
WCRS £126,761 £4,592 3.62
Lowe Howard Spink £164,199 £3,875 2.36
Bates Doriand £168,823 £3,528 2.09
JWT £278,097 £3,484 1.25
Euro RSCG £144,688 £3,258 2.25
TBWA £86,209 £2,958 3.43
Young & Rubicam £101,764 £2,849 2.80
Grey Advertising £159,507 £1,957 1.23
Ammirati Puris Lintas £147,659 £1,757 1.19
BBH £87,579 £1,098 1.25
CDP £80,600 £1,163 1.44

The Radio Advertising Bureau: 0171 306 2555

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