Commercial radio ad revenue rises 14.2% in November

regional radio ratings

• Ad revenue for the five major Australian capital city markets totalled $70.324 million

Commercial radio ad revenue recorded positive growth in the month of November with revenue up 14.2% compared to November 2020, according to data released by industry body Commercial Radio Australia.

Ad revenue for the five major Australian capital city markets totalled $70.324 million in November compared to $61,557 in the same month a year ago.

“It is pleasing to see ad revenue figures continue to rebound and trend upwards throughout the year.” said Joan Warner, chief executive officer of CRA.  “The industry is seeing strong activity from national advertisers and all indications point to sustained growth as we move into 2022.”

Melbourne stations reported a 16.7% year on year increase in ad revenue to $22.916 million in the month of November, while Sydney was 14.5% higher at $21.117 million.   Brisbane was up 14.4% to $11.239 million, Perth rose 13.9% to $9.158 million and Adelaide increased 5.2% to $5.894 million.

The figures include agency and direct ad revenue and were compiled by media data analytics company Milton Data.

Earlier this month, the commercial radio industry called for an urgent review of the media blackout rules before the next federal election, arguing the current system is problematic and out of date. Commercial Radio Australia said the laws, which restrict political advertising on radio and TV three days out from an election, result in millions of dollars of advertising going to Facebook, YouTube and Google at the expense of Australian broadcasters.

“The rules were imposed pre-social media and are hopelessly outdated,” Joan Warner said. “This is an issue CRA has repeatedly raised with the Government and Opposition as discriminatory and archaic.

“It’s crazy to place restrictions on local radio stations, but allow a free-for-all for the digital tech giants, with online, digital, social media, robocalls and spam text messages allowed right up to the close of polling on election day.”

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