Who was UK commercial radio’s biggest advertiser in 2010? British Gas? No, it was second. Autoglass? No, it came third. Volkswagen? No, it was fourth. Unilever? No, it came fifth. Radio’s biggest advertiser in 2010 was the government (in the guise of the Orwellian-sounding Central Office of Information [COI]). Not only was the government the biggest advertiser on radio, but it was far and away the biggest advertiser by miles. The government’s £30m expenditure on radio in 2010 exceeded the sum total of British Gas, Autoglass, Volkswagen and Unilever.
This episode is also available as a blog post: http://grantgoddard.co.uk/public-spending-cuts-impacted-commercial-radio-2010-revenues-by-24m/
Grant Goddard is a radio broadcasting expert with a lengthy track record of creating successful, innovative radio stations and programmes. His extensive writings about the radio industry are detailed on his website and can be downloaded from Amazon.
