TORONTO – National radio sales fell 13.9% in the third quarter of 2009, according to data from Canadian Broadcast Sales (CBS).
Over 82% of the shortfall occurred in four major categories – the Government sector was down by 54%; alcoholic beverages dropped by 32.5%; the financial services category was down 25%; and telecommunications dipped 20%. The retail and restaurant categories captured almost 30% of the total revenue spent.
“On the bright side, the consumer economy appears to be showing positive signs in these trying economic times,” said CBS president Patrick Grierson, in the press release. “National Retail increased revenue share to 18.6% from 15.8% even though it was off marginally by -1.2% year over year. Restaurants were up to 10.5% from 9.5% despite being down -6.7%. When combined, Retail and Restaurants accounted for virtually 30% of national revenue. Automotive was also up from 13.4% to 15.5%.”
The province of Ontario appeared to take the biggest hit in Q3, absorbing 41% of the total revenue shortfall, though still captured 33% of total radio dollars. British Columbia was second with a 26% drop in revenue and a 17.45% share of dollars, while Alberta maintained its 21% share of revenue despite a 15.5% loss over last year.
CBS represents over 60% of all private Canadian radio national revenues. Its clients include Corus Entertainment, Rogers Media Broadcasting, Cogeco Diffusion, Golden West Broadcasting, Newcap Radio, Jim Pattison Broadcast Group, Rawlco Radio, Vista Broadcast Group, Harvard Broadcasting, Blackburn Radio, Haliburton Broadcasting, Stirling Communications and RNC Media.
