Notwithstanding a 37% surge in radio adspend by government ad body COI Communications, the medium as a whole suffered a 7% drop in advertising revenues to £549 million last year, according to the Radio Advertising Board.
For the fourth quarter, radio adspend totalled £141.7m (£86.8m coming from national advertising; £38.5m from local). Revenues from sponsorship and promotions increased 6.6% in Q4 to £16.4m, producing a full-year total of £62.1m.
Among advertisers, COI increased spend to £7m, while there were also rises for British Telecom (£3.2m) and its mobile phone progeny BT Cellnet (£2.4m).
Top creative agency in the sector was Abbott Mead Vickers BBDO, with radio billings jumping 28% over the year to £8.2m. OMD was the biggest buying agency, despite a 17% fall in its overall spending to £12.4m.
Data sourced from: BrandRepublic (UK); additional content by WARC staff