TORONTO – National radio sales continued its strong performance with an 8.8 % increase in the second quarter of the 2008 broadcast year, ended February 29, 2008, according to information provided by Canadian Broadcast Sales (CBS).
“Given our strength at the midpoint of the year, we continue to forecast an overall increase for national radio in this broadcast year of approximately 8%, assuming the Canadian economy remains healthy.” said Patrick Grierson, president of CBS, in a release. “We’re seeing good growth geographically, especially in the west. In Q2, the national retail category continued to lead all sectors, capturing one in every five dollars spent on radio. That’s a strong endorsement of the local nature of the medium, its unique relationship with its listeners and, most importantly, its results.”
Telecommunications increased to 12.4% of total spend, restaurants 7.9%, automotive 7.1%, financial services 6.8%.
“Radio’s resilience is a major factor in its strong performance,” said Grierson. “Typically, in any given quarter, over 35% of revenues do not repeat year over year. In Q2, 36.9% of last year’s business did not repeat, however, we replaced all of that revenue plus an additional 8.8%.
“Dating back to 2003, 20 of the last 22 quarters have produced positive results which underscore radio’s vibrancy, flexibility and its attractiveness as a reach medium,” added Grierson.
In Q2, Alberta stations had an increase in spending of 12.6%. Other
provinces: Atlantic Canada 9.7%, Manitoba 12.1%, Saskatchewan 9.6%, British Columbia 6.2%, Ontario 3.7%.
The quarter saw a significant shift in advertising spending in requested demos with females up 19.8% while spending against males declined 43%, notes the release.
In the male category, beverage alcohol was down year over year while the female demo benefited from increased spending in packaged goods as well as from grocery and pharmaceutical retailers.
CBS is a national sales firm owned by Rogers Broadcasting and Corus Entertainment whose clients also include stations from Cogeco, Golden West, Newcap, Pattison, Rawlco, Vista, Harvard, Blackburn, Haliburton, Sterling and RNC Media.
