TORONTO – National radio sales fell 1.2% in Q1, according to information supplied by Canadian Broadcast Sales (CBS).
“September, October and November were difficult months in the world economy and that uncertainty was beginning to be reflected in radio’s results, as it was for all media,” said Patrick Grierson, president of CBS, in a press release. “Interestingly, our year-over-year churn in Q1 was constant. In any given quarter approximately 40% of advertisers from the previous year do not repeat or spend less on their campaigns, but we traditionally replace that advertising and bring in new business. For only the second time in 17 quarters, replacement dollars fell short, leading to the 1.2% decrease.”
CBS, which represents over 60% of all private Canadian radio national revenues, also noted that the top five categories for share of total spend in Q1 were retail at 18.7%, automotive at 12.7%, financial services and insurance at 11.1%, government at 7.4% and telecommunications at 7%.
According to the press release, the most requested demo was once again 25-54, growing to 64.5% from 61.7% in 2008.
