Q1 RADIO DEMAND UP 2.4% IN 2006 Broadcaster Demand for radio airtime increased an average of 2.4% in major markets during the first quarter of the 2006 broadcast year according to Canadian Broadcast Sales, a national sales firm representing approximately 60% of all Canadian radio stations.
In the first quarter, the top five categories by growth on CBS-represented stations are: Computers & Software 238%; Unions 126.9%; Insurance 94.1%; Food & Food Products 58.9%; and Financial 48.2%.
The top five categories by spending accounted for almost 55% of total national advertising spending on CBS-represented stations: Retail $6,391M (17% share); Automotive/Auto Aftermarket $6,374M (17%); Telecommunications $3,491M (9.3%); Financial $2,590M (6.9%); Beer/Wine/Coolers $1,818M (4.8%).
"Following high demand for radio airtime in 2005, this year's first quarter growth has led to price increases in some cities of up to 9% in a market already tight for inventory," said Patrick Grierson, president of Canadian Broadcast Sales. "This suggests media decision makers should consider committing to buys earlier to ensure effective schedules. Radio has traditionally been among the last elements finalized in media plans, but we suggest this be rethought based on the current marketplace."
The broad demographic of Adults 25-54 continued as the target of choice for national advertisers capturing a 52.68% share of revenue, an increase of 11.7 share points over first quarter numbers from the previous year. Second place Adults 18-49 dropped to 10.53% from 15.97%. Third place Women 25-54 held steady at 8.78% versus 8.97%, while Men 18-34 increased to a fourth place share of 5.01% from 3.26%.
"Within these top demographics, we are seeing the continued strengthening of last year's trend toward more and more advertising dollars being spent against the broad Adults 25-54 category," said Grierson.
Canadian Broadcast Sales, Canada's only national radio sales company with six offices across the country, unites national advertisers with radio stations in all provinces and accounts for approximately 60% of total national radio revenues from all commercial radio properties in the country. CBS is owned by Corus Entertainment Inc. and Rogers Communications Inc. |