National radio sales up 5.9%

Care to guess which advertising category saw a 1,105% jump in spending?

National radio advertising in Canada grew by 5.9% for the year ending August 26, according to the Trans-Canada Radio Advertising by Market (TRAM) report. The stat covers 12 reported markets, of which Hamilton, Ont. saw the biggest leap in growth – 22%.

Standard Radio’s imsradio division reports that, among its stations, Ontario recorded the biggest spend – 40% of total sales. Alberta stations accounted for almost a quarter of the total revenue. Quebec came third, accounting for 18.5% of sales.

The top categories were retail (16.7%), auto (11.8%), restaurants (8.6%) and health care (7.5%). But with no election spending this year, telecommunications (7%) replaced government as the fifth category. The fastest-growing categories were pet products (up 1,105%), industrial (up 372%), entertainment equipment (up 110%), clothing (up 108%) and Internet sites/services (up 48%).

The A25-54 demo continues to dominate the buys, with 55.3% of sales targeting it (up consistently each year, from 41.8% in 2001). The A18-54 range of demos accounts for 90% of all national radio buys.

imsradio president & CEO Ron Hutchinson says the medium continues to be ‘efficient and effective for advertisers.’ He says the company expects the growth trend to continue. Hutchinson adds that radio will provide new formats and commercial opportunities for marketer integration through online properties.

imsradio has offices in Toronto, Montreal, Vancouver, Calgary and New York.