Ad revenue in the British commercial radio sector tumbled 6.4% year-on-year in the third quarter to £135.6 million, according to the Radio Advertising Bureau.

However, radio appears to be faring better than other media, increasing its share of broadcast ad revenue from 13.1% in 2000 to 13.6% over the first nine months of 2001, judged by the latest figures from MMS.

Top radio advertisers for this period included government marketing arm COI Communications and British Telecom, both raising their spend by over 50%, while Toyota trebled its radio ad investment to enter the top five. However, Renault, Carphone Warehouse and Vodafone, all top ten advertisers, cut their radio budgets.

Beamed RAB managing director Justin Sampson: “There is no doubt the market is tough and within this context commercial radio is pleased to be apparently outperforming the market.”

News source: Media Week (UK)