Australia: Australian radio ad revenue spurs

Thursday 17 Sep 2009 The Commercial Economic Advisory Service of Australia (CEASA) has reported that radio in Australia is doing well, and better than other traditional media despite the current economic downturn in ad spending. The Advertising Expenditure in Main Media report for the six months ended on 30 June 2009 shows that ad expenditure in Australia fell 8.5 percent in that period  compared to the same period in 2008. The CEASA reported that in the first six months of this year, ad expenditure on radio (regional and metropolitan) fell about seven percent to A$449.7 million (about US$390.7 million) while TV fell by 10.7 percent. Radio and online were the only media to gain a share in total advertising expenditure. Chief Executive Officer of Commercial Radio Australia Joan Warner said the latest figures highlight that radio is a great advertising medium, particularly in tough economic times. "These are tough times with ad expenditure down overall by a significant amount. The radio industry is working hard to promote its strengths with our latest advertising campaign 'Radio Advertising, Economically Sound', which highlights the need to trade through the economic crisis and advertise on radio, " Ms Warner said. "Radio is a cost effective and efficient means of getting your message across." source: Asia-Pacific B/c Union http://www.abu.org.my/abu/index.cfm/elementid/54893/Australian-radio-ad-revenue-spurs via Yimber Gaviria, Colombia