Total radio advertising revenues were 50,5 million euros in 2008. The increase over the previous year was 7,4 %.

In 2008, radio ad revenues divided as follows: 30% of the net sales for local radio stations and 70 % for national radio channels. National revenue increased 9,4 % over the last year whereas the increase for the local stations was more moderate 3 %.

Radio still provides great opportunities for industries to use radio as their primary medium and it gives the same starting point for larger and smaller advertisers.

Radio formed ca. 3,4 % of total media advertising in 2008. This share can be considered to be clearly too low, because according to the use of different medias, electric media seems to take 70% of the total time spent on media. Depending on the study, radio’s portion is approximately half of this. Total media advertising spend in 2008 was 1500,9 million euros.

 

 

 

Top radio advertisers:

 

Branch of industry	Position in total media advertising	Radio’s share %
Store networks	1	2,3
Motor vehicles and equipment	2	3,2
Foodstuffs	3	3,4
Travel and transport	7	7,6
Leisure time entertainment	6	6,9
Public services	14	9,8
Media publishers	11	8
Oil and energy companies	25	23,8
Banks and other financial institutions	13	5,7
Mobile communication services	8	4

Sources: The Association of Finnish Broadcasters (Suomen radioiden liitto SRL ry), TNS Gallup Adex, TNS Atlas, National Radio Survey (Kansallinen Radiotutkimus KRT)