Radio One Of The Hardest Hit With 56% Slump In Ad Spend

An illuminated 'On Air' sign outside a Radio/TV studio during a broadcast. Studio glass reflections
B&T Magazine
By B&T Magazine



Australia’s media industry has felt the full consequences of the COVID-19 pandemic’s impact on the economy in May, with the ad spend down of 40.4% to $345.6 million, as reported yesterday on B&T.

Radio, however, seems to have borne the brunt of it, with a 55.8 per cent ad spend dip in May alone.

This is despite commercial radio’s average weekly metro audiences having climbed by 7.1 per cent to nearly 12 million people during the past four weeks, as coronavirus restrictions have eased, according to a GfK Radio Pulse e-diary survey released last week.

The research showed commercial radio listeners are up by 786,000 people per week, compared to the second official radio survey of the year that was released in April.

It’s not all bad news, however.

SMI AU/NZ managing director Jane Ractliffe said there was some other good news, with the market returning to a more normal position in the months of July and August, with SMI’s forward bookings data clearly showing far stronger demand for those months.

“When we look at the level of confirmed ad spend for July compared to what it was at this time last year, we can see a difference of only nine percentage points and for August the difference is even smaller at six percentage points. Given the difference in demand in May was more than 40 percentage points this shows the market is clearly regaining confidence,’’ Ractliffe said.

She said it was also important to note that while these declines are devastating to the Australian media, the same horrendous pattern is being replicated in other world markets.

 




Please login with linkedin to comment

Radio smi

Latest News

SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants
  • Advertising
  • Campaigns

SBS Audio Campaign Tells The Stories Of New Australians, With Multilingual Content Offerings To Assist Migrants

SBS Audio has launched a new marketing campaign for its ‘Australia Explained’ service which supports new migrants to successfully navigate life in Australia and achieve a greater sense of belonging and social cohesion. SBS’s flagship service for new migrants, Australia explained, has launched a multi-platform marketing campaign that reaches into the heart of the migrant […]

Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops
  • Advertising

Tracker App Launches, Promising Consumers A Read On Brand’s & Products Sustainability Chops

Shoppers can now get access to sustainability information at their fingertips through Tracker, a first-of-its-kind mobile app. The Tracker app centralises sustainability data into a single, easy-to-understand format, helping shoppers make informed choices about the brands and products they support. Shoppers can simply scan the barcode of their favourite supermarket, chemist or department store item […]