It\u2019s been a challenging time for Australian media, with advertising revenues on the decline since the fourth quarter of last year. But there is light at the end of the tunnel.<\/p>\n
A number of sales reps from the big four radio companies told Radio Today<\/em> that briefs from both agency and direct clients are flowing again, as market confidence begins to bounce back.<\/p>\n That welcomed shift can\u2019t come soon enough. Just last month Commercial Radio Australia said that the coronavirus has had a bigger initial impact than the global financial crisis.<\/p>\n Advertising revenue for Australian metropolitan commercial radio stations fell by 12.4% in the March quarter to $159.404 million, compared to $182.025 million a year ago.<\/p>\n Peter Charlton, NOVA Entertainment\u2019s chief commercial officer, said advertiser demand for radio seems to be mirroring the growth in consumer confidence reported in recent weeks.<\/p>\n \u201cThe number of briefs now being worked on by CREATE, our branded entertainment division, is back to 80% of pre-COVID volume,\u201d Charlton tells Radio Today<\/em>.<\/p>\n \u201cWhile there has been a significant demand for faster turnaround times, reflecting a distinctly short-term market, there has been a marked increase in demand for integrated campaigns.<\/p>\n \u201cFair to say it\u2019s not been an easy few months, but the resilience of radio is something we\u2019ve always known to be a hallmark of the medium, particularly in times of crisis.\u201d<\/p>\n Charlton also said that the talent-driven campaigns are the big drawcard right now, helped by the network\u2019s recently commissioned research into media consumption during the lockdown.<\/p>\n \u201cAs evidenced in our Home Truths research, the impact & influence of our presenters as that \u2018trusted friend\u2019 represents an enormous opportunity for cut through,\u201d Charlton said.<\/p>\n Nova\u2019s director of commercial strategy, Stephanie Loupelis, was tasked with overseeing Home Truths, a deep-dive study commissioned and completed in under four weeks.<\/p>\n \u201cThis was one of the biggest hustles we\u2019ve ever had to undertake,\u201d Loupelis admits.<\/p>\n \u201cI didn\u2019t realise how big an undertaking it would be, actually. And it needed to be palatable and engaging,\u201d she said, also admitting to Radio Today<\/em> that she bit off more than she could chew.<\/p>\n Loupelis spent two weeks walking clients \u2013 and even some uninvited rivals from \u201cthe other networks\u201d \u2013 through the 60-minute Home Truths presentation.<\/p>\n All up, Loupelis reached over 800 advertisers across the many Zoom sessions.<\/p>\n The slog was worth it. Weekly advertising revenue across June and July returned to \u201cover 70% of traditional levels\u201d, with an \u201ceven greater improvement forecast in August\u201d, Charlton said.<\/p>\n \u201cAs we now shift into recovery mode, we\u2019ve happily seen significant improvement,\u201d he confirmed.<\/p>\n Charlton also revealed that almost every key show on the network\u00a0has secured new or renewed sponsorship deals in recent days, with\u00a0digital spends up across audio-on-demand platforms.<\/p>\n Underworks was one of the brands\u00a0quick to adapt, expanding on their partnerships with the Nova 100 Breakfast show, launching a giveback campaign for small business during isolation.<\/p>\n Chrissie, Sam & Browny<\/em> called on listeners to nominate small businesses in their local community to receive cash grants from Underworks and free on-air promotion.<\/p>\n <\/p>\n