Toronto-based Canadian Broadcast Sales (CBS) reports that radio advertising increased 8.7% overall based on national growth of 17.0% and local growth of 6.1% during the 12 months ended August 2005. During that same period, spot and non-spot radio sales in the U.S. increased by only 1%.
The national radio sales firm experienced growth in five product categories: office machines/furniture 400%; loyalty/rewards programs 163%; food and food products 92.9%; insurance 59.2%; and automotive 46.9%.
Five categories accounted for 51.4% of the national spending: retail $23.033M (17.2%); automotive $18.171M (13.6%); telecommunications $11.653M (8.7%); restaurant/fast food $8.094M (6.1%); and beer/wine/coolers $7.809M (5.8%).
Interestingly, rather than niche targeting, it is the broad 25 to 54 year-old demographic that is the most popular group as the target of 43.65% of the revenue, a 10% increase over the previous year. Adults 18 to 24 drew 16.9% of the spending and women 25 to 54 captured 9.4%.
CBS, owned by Corus Entertainment Inc. and Rogers Communications Inc., has six offices across Canada and accounts for 60% of national radio revenues.
