2001 Radio Revenue Sees 7.5% Year On Year Fall

Advertising revenue including sponsorship and promotions for UK commercial radio fell 7.5% year on year to £550m, according to the Radio Advertising Bureau (RAB). However, it is projected that the fall will be in line with the performance of the display advertising market as a whole during the year, which would mean that market share for radio remains at 6.4%, while broadcast advertising revenue share for the medium is thought likely to have increased from 13.1% in 2000 to 13.4%.

Justin Sampson, the RAB’s managing director admitted that it had been a “difficult year” but added: “The positive story for the longer term is that a couple of important sectors seem to be overcoming legacy objections to using the medium.”

Referring to the fact that investment from the Motors and Finance sectors of advertisers increased 7% and 31% respectively year on year, he said: “The notion that radio is only right for motor dealers is being challenged as more motor manufacturers use the medium for marque advertising. At the same time financial companies are increasingly confident using radio to break through in what is an over-crowded market.”

RAB: 020 7306 2500 www.rab.co.uk

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