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KeithCrane

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Let’s DEFINITELY not press the panic button yet…

Posted: November 21, 2013 in Account Management, Advertising, Agency, Broadcast, Forecast, Media Spend, Radio, Regional, Sales
Tags: Account Management, Ad Association, Advertising, Branding, business, Circulation, commercial radio, digital, direct mail, Hiking, Homebuyers, local direct, local direct market, Mortgages, Newspapers, Radio, Real, Real Radio, Real XS, Regional Agency, Sales, Scotland, Smooth, Smooth Radio, Social Media, WARC
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Anyone that knows me will know that local direct and regional agency revenues are what interest me the most from a working perspective; but I’m all too aware that national ad revenues are a real barometer of economic recovery. However we recently learned that commercial radio’s share of ad spend across the UK was down 6.6% in H1 of 2013 – so I decided to have a look at the three different revenue streams independently.

In my last post I was discussing how regional agency land was actually performing quite well against a backdrop of decline with Radio & TV the big winners (from a traditional media p.o.v) with Press & Outdoor suffering pretty much double digit % declines. So let’s have a look at the local direct market (those spenders with no agency) and open up the media type to include media other than traditional:

Local direct

 

So actually… when it comes to what’s happening with the guys with their boots on the ground… it’s much more of a positive story than the initial figures would suggest! Overall, YoY local direct ad spend across the UK is down -7.48% to £2.32bn in the 12 months from October 12 from £2.51bn in the preceding 12 months. But actually – the need for advertising is seemingly just as great as it has been in previous years! Here’s the facts:

2

 

As you can see… despite the decline in local direct ad spend across the year, commercial radio has increased by 13.73% YoY – that’s up like for like by £6.1m in revenue in 12 months.
Big drops in direct mail due to it just not being a preferred method of delivery anymore – although it certainly still has it’s place from a customer service and up-selling perspective.
One thing I can’t explain is the growth in press advertising YoY from local direct clients… this is supposed to be a dying medium?!? Evidently not… they certainly have the knack for gaining and retaining revenue… perhaps a symptom of what happens when press reduce their rates to a more acceptable level?

What is clear to see though is that Radio, Press and Direct Mail remain mass reach options of choice at an affordable level for local spenders – and I don’t see that changing so much over the coming while.

Let’s all blame the London Agencies?!

Answers on a postcard as to how your region or medium is performing 🙂

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Let’s not press the panic button just yet!

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