Advertising revenue at metropolitan commercial radio stations has fallen by around 4% in the month of August to a total of $50.43 million, compared to the same month last year, according to figures recently released by Commercial Radio Australia.

Chief executive officer of Commercial Radio Australia, Joan Warner said results continue to be patchy for various markets with Adelaide and Melbourne both recording growth for the month of August.

According to the 2009 Metropolitan Commercial Radio Advertising Revenue as sourced by Deloitte, advertising revenue in the five metropolitan markets for the month of August show Perth fell by about 10% to $6.36 million; Brisbane fell 6% to $7.74 million, Sydney fell 8.38% to $15.9 million; while Adelaide grew 2.55% to $4.8 million and Melbourne grew 1.95% to $15.5 million.

“The industry is working hard to promote the benefits of advertising on radio with new ads starting today featuring the Australian Retailers Association (ARA), talking about the benefits of advertising in tough economic times. Radio is a great cost effective medium for advertisers,” Warner said.

“The ads are the next stage in our latest advertising campaign called, Radio Advertising, Economically Sound, which highlights the need to trade through the economic crisis and advertise on radio, and is part of our ongoing, multi-million dollar brand campaign.”

The ads, airing nationally yesterday, feature the executive director of the Australian Retailers Association (ARA), Russell Zimmerman, talking about the benefits of advertising in tough times.