Com­mer­cial ra­dio set for strong growth

Campaign UK - - NEWS -

Com­mer­cial ra­dio ad rev­enues have risen more than 3% since the start of the year, buck­ing the gloom seen else­where in broad­cast­ing. In con­trast, TV ad rev­enues are set to fall by up to 9% in the first six months of 2017 be­cause of the weak UK econ­omy.

Neil Tookey, head of print, out-ofhome and au­dio at Maxus, said ad­ver­tis­ers have been mov­ing money into ra­dio as it is one of the cheap­est and “most cost-ef­fec­tive” media chan­nels.

BT and Sky have been among the big­gest spenders on ra­dio this year.

Media buy­ers said a num­ber of fac­tors have boosted ra­dio, in­clud­ing the de­cline in print, doubts about brand safety on Youtube and use of smart au­dio de­vices such as Ama­zon Echo.

Siob­han Kenny, chief ex­ec­u­tive of Ra­dio­cen­tre, pointed to re­search show­ing that 77% of Echo own­ers use it to lis­ten to ra­dio.

Tookey said ra­dio has also ben­e­fited from Global and Bauer Media in­vest­ing in their brands and more broadly in au­dio, as Global’s Digital Au­dio Ex­change has at­tracted part­ners in­clud­ing Spo­tify and Deezer.

He fore­casts ra­dio to be up 3.5% this year. UK com­mer­cial ra­dio posted record rev­enues of £645.8m last year.

Deezer: part­ners Global’s Dax

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