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ftm Radio Page - May 6, 2011

Radio big winner in Q1 ad spending
market differences

As we have seen monitoring ad spending reports from the first quarter there are big differences in markets. The general view is that television and internet ad spending is up significantly and newspaper advertising is down significantly. The results for other media are so-so; magazines and direct mail OK, radio and outdoor off and on.

There are interesting variations market by market. Kantar Media reported first quarter monitoring report on ad bookings in Poland, cited by wirtualnemedia.pl (May 4). The survey, essentially, monitors ad placement on various media and calculates probably revenues from rate card information. Granted, it’s a measure with certain deficiencies, largely reflecting ad rates, but it’s one to work with.

Television advertising, according to the Kantar report, dropped 3.1% to PLN 3.13 billion (about €795 million) compared with Q1 2010. Polsat led at PLN 653 million (about €166 million).

Radio stations in Poland, said the report, had a very good first quarter, increasing 35.6% over Q1 2010 to PLN 702 million (about €178 million). National radio channel RMF FM posted more than one-third of reported ad spending at PLN 259 million (about €66 million), which was roughly double second place Radio ZET. (See more on media in Poland here)

Newspaper advertising was down 4% to PLN 494 million (about €125 million) for the first quarter while magazine advertising was up 13%. (JMH)

Listener advocate opposes shortwave shutdown
Think of the truckers

Portuguese international broadcaster RDP Internacional wants to give up on shortwave broadcasting. An application to regulator ANACOM is under review, reports publico.pt (May 3). RDP cites high costs and few listeners.

The Portuguese Ministry of Parliamentary Affairs has given its approval. ANACOM is said to have “no problem” with pulling the plug on the shortwave service, at least temporarily. “The RDP Internacional broadcasts can also be provided via satellite, cable or DTH and Internet with lower costs and higher quality, serving the vast majority of listeners,” said a RDP spokesperson.

Listener ombudsman Mario Figueiredo is “totally opposed.” All those other platforms, he said, are expensive for listeners. He also said suppressing the shortwave service would be bad for truck drivers. (JMH)

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