TORONTO – National advertising sales on radio have risen a healthy amount, according to figures from imsradio, the Standard Radio division that sells airtime for several broadcasters.
National radio sales increased by 10.4% between January and July this year from the same period the year before. Ontario took the bulk of the buys, accounting for 39% of sales by imsradio, followed by Alberta at 23% and Quebec at 21%.
The economic boom in Alberta is likely partly to thank for the province’s whopping 26% jump in radio sales in the 2006 broadcast year, which ended Aug. 27. Quebec sales increased by 11.3%.
The top five categories by spending were retail (accounting for 14.6% of all sales), automotive (12.7%), restaurants (8.0%), health care (7.0%), and government (5.9%).
Categories that didn’t make the top five but that showed remarkable growth were non-alcoholic beverages (ballooning by 214%), business equipment (182%), and real estate (127%).
Stations with formats aimed at the 25 to 54 demographic continued to dominate sales, accounting for 53.9% of imsradio spending in 2006, up from 52.0% the year before. However, advertising targeting adults aged 35 and older rose 4.0% from last year.
Advertisers are responding well to pitches for the medium. “We are continually striving to find new ways radio can meet the needs of advertisers,” says imsradio President and CEO Ron Hutchinson. “The flexibility of the medium has given our clients unparalleled opportunities to reach their target consumers.”
The numbers look positive for this year, too, Hutchinson said. “The 2007 broadcast year is off to a great start. Both advertisers and agencies are increasingly recognizing the effectiveness and efficiencies radio has to offer.”
imsradio represents broadcasters such as Standard, Astral Media, and Newcap Radio to sell airtime to national advertisers on radio stations across the country, mainly to media buying agencies.
