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THE MADIA JUNE 2018

Brutal or booming times? While times may not yet be booming for radio broadcasters, those who have a clear vision of how to deliver to their advertisers will prosper, writes BRITTA REID after tracking shifts in the medium over the past year. Adv ertising investment is the life blood of South African radio. Unfortunately, the only measure of it, Nielsen’s Ad Dynamix, is imperfect: It only measures spot revenue and is rate card based, thus delivering a rosier view than the discounted market reality. A further complication is that from 2017, Nielsen began reporting on Nett rates: If one is to compare the most recent available data (12 months ending January 2018), with the previous year, it is advisable to strip out commission from the earlier period. On this basis, radio looks in fine fettle, having nudged ahead of newspapers, and increasing its share of legacy media investment to 17.7% from 16.8%. This represents a growth rate of 11.9%, well ahead of the overall market’s increase of 5.8%. Share of ad investment year, ending Jan 2018 56.9% 1.0% 4.1% 17.0% 17.7% Cinema Magazines Newspapers OOH Radio TV 3.3% Source: Nielsen Ad Dynamix The Media | wagthedog.co.za P 7


THE MADIA JUNE 2018
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