'Local Advertising Revenues Of UK Commercial Radio' by Grant Goddard
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Basic analysis of the value of local advertising revenues of the UK commercial radio sector between 1989 and 2006, written by Grant Goddard in June 2007.
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Local advertising revenues have fallen from more than 50% of total radio
revenues in the 1980s and early 1990s to 27% in 2006
In real terms, local revenues in local radio have been fairly flat since the
late 1980s, although the number of local commercial radio stations has
tripled during that time
The commercial radio industry has become more reliant on national
advertisers, despite their revenues being more susceptible to economic
cycles and migration to online media than local advertisers
UK COMMERCIAL RADIO REVENUES
£m
% of total
local
advertising
year
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
national
advertising
70.9
72.9
65.3
74.0
91.0
103.1
120.7
136.4
151.6
160.3
153.9
145.4
142.5
149.1
168.7
183.1
172.7
157.7
branded
content
70.9
63.6
63.7
67.0
87.3
117.1
150.1
172.3
202.5
257.8
310.5
388.4
344.3
342.3
359.3
364.1
347.7
322.7
local
advertising
total
141.7
136.6
129.0
141.0
178.3
220.1
270.7
308.8
354.1
418.1
464.4
594.6
549.0
562.7
604.0
641.0
613.4
581.7
60.8
62.1
71.3
76.0
93.7
93.0
101.2
national
advertising
50
53
51
52
51
47
45
44
43
38
33
24
26
26
28
29
28
27
branded
content
50
47
49
48
49
53
55
56
57
62
67
65
63
61
59
57
57
55
10
11
13
13
15
15
17
[source: Radio Advertising Bureau, 'branded content' (sponsorship + promotions) not itemised until 2000]
COMMERCIAL RADIO REVENUES (£m current prices)
500
Local Advertisers
450
National Advertisers
400
Branded Content
350
300
250
200
150
100
50
Local Advertising Revenues Of U.K. Commercial Radio
©2007 Grant Goddard
2006
2005
2004
2003
2002
2001
2000
1999
1998
1997
1996
1995
1994
1993
1992
1991
1990
1989
0
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'Local Advertising Revenues Of UK Commercial Radio' by Grant Goddard
- 1. LOCAL ADVERTISING REVENUES OF U.K. COMMERCIAL RADIO by GRANT GODDARD www.grantgoddard.co.uk June 2007
- 2. Local advertising revenues have fallen from more than 50% of total radio revenues in the 1980s and early 1990s to 27% in 2006 In real terms, local revenues in local radio have been fairly flat since the late 1980s, although the number of local commercial radio stations has tripled during that time The commercial radio industry has become more reliant on national advertisers, despite their revenues being more susceptible to economic cycles and migration to online media than local advertisers UK COMMERCIAL RADIO REVENUES £m % of total local advertising year 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 national advertising 70.9 72.9 65.3 74.0 91.0 103.1 120.7 136.4 151.6 160.3 153.9 145.4 142.5 149.1 168.7 183.1 172.7 157.7 branded content 70.9 63.6 63.7 67.0 87.3 117.1 150.1 172.3 202.5 257.8 310.5 388.4 344.3 342.3 359.3 364.1 347.7 322.7 local advertising total 141.7 136.6 129.0 141.0 178.3 220.1 270.7 308.8 354.1 418.1 464.4 594.6 549.0 562.7 604.0 641.0 613.4 581.7 60.8 62.1 71.3 76.0 93.7 93.0 101.2 national advertising 50 53 51 52 51 47 45 44 43 38 33 24 26 26 28 29 28 27 branded content 50 47 49 48 49 53 55 56 57 62 67 65 63 61 59 57 57 55 10 11 13 13 15 15 17 [source: Radio Advertising Bureau, 'branded content' (sponsorship + promotions) not itemised until 2000] COMMERCIAL RADIO REVENUES (£m current prices) 500 Local Advertisers 450 National Advertisers 400 Branded Content 350 300 250 200 150 100 50 Local Advertising Revenues Of U.K. Commercial Radio ©2007 Grant Goddard 2006 2005 2004 2003 2002 2001 2000 1999 1998 1997 1996 1995 1994 1993 1992 1991 1990 1989 0 page 2
- 3. Grant Goddard is a media analyst / radio specialist / radio consultant with thirty years of experience in the broadcasting industry, having held senior management and consultancy roles within the commercial media sector in the United Kingdom, Europe and Asia. Details at http://www.grantgoddard.co.uk Local Advertising Revenues Of U.K. Commercial Radio ©2007 Grant Goddard page 3