11.7% increase in metro commercial radio ad revenue

Peak industry body Commercial Radio & Audio (CRA) released figures today revealing that commercial ad revenue for the five major Australian cities increased by 11.7 per cent to $55.479 million in August 2022, compared to the same period last year.

In August, CRA achieved another best-ever GfK radio survey 5 results for commercial radio with weekly listeners increasing by 8 per cent year on year, reaching more than 12 million people across the five metro capitals. At the same time audiences in the 18-24 age group increased by 9 per cent or 113,000 people and those aged 25-39 jumped by 13 per cent or 387,000.

Ford Ennals, chief executive officer of CRA noted that travel, automotive and insurance categories were a driving force in the increase in advertising spending, contributing to the month’s strong growth in ad revenue, “We also saw direct and independent agencies spend increase during August,” he said. 

“CRA has been very proactive in engaging with these groups and communicating the effectiveness of commercial radio advertising including a recent audio event in partnership with the IMAA and a marketing campaign to launch the online audio planning tool.”

The report found that Sydney stations recorded a healthy year-on-year increase of 26.5 per cent in ad revenue to $16.889 million in August, Melbourne grew 13.3 per cent to $18.608 million, Adelaide increased by 4.1 per cent to $5.066 million and Brisbane increased by 2.9 per cent to $8.258 million. Perth was the only major city to decline, with a 4.7 per cent drop to $6.658 million.

Ennals also said: “Although we have not reached the revenue heights of pre-Covid days, advertisers recognise that radio is a cost-effective platform with high audience reach and engagement.”

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