Advertising revenue for metropolitan radio has fallen by 10.2% in the September quarter, according to Deloitte data.
The results, released by industry body Commercial Radio Australia (CRA), bring revenue down to $181.4 million compared to $202.1 million during the same three months last year.
Ad revenue in the largest market, Melbourne, fell by 8.7% to $59.4 million compared to last year. In Sydney, it was down 11.4% to $55 million.
Brisbane fell by 6.7% to $28.9 million, Perth by 15.9% to $22.2 million and Adelaide by 9.4% to $15.8 million.
“The results were not unexpected given the challenging overarching economic influences and broader market conditions,” CRA CEO Joan Warner says.
“In response to this challenging environment the industry pro-actively launched a marketing initiative in August, alongside major radio advertisers like Aldi, Qantas and Coles Liquor to remind businesses of the effectiveness of advertising and the benefits of maintaining investment in marketing to grow brand awareness and resulting revenues.”
Warner hopes to see the results stabilise before returning to growth during the busy Christmas period in the December quarter.
The data by Deloitte represents actual revenue received by metropolitan commercial radio stations and include all agency and direct revenue.
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