GCap, Chrysalis, Virgin and GMG told Media Week they anticipated an increase in revenues year on year for June, July and August.
Sales directors say the figures indicate a resurgence of confidence in radio advertising. They are also unanimous in their praise of the RadioCentre, which they credit with improving the profile of the medium.
John Legg, operations sales director at Chrysalis, believes the renewed strength of the market leader, GCap, has boosted the whole sector. He said: "Everyone was blaming the fall in revenue on GCap last year, but it has turned a corner and is doing well."
GCap's controversial two-ads-in-a-row policy has now been in place for 18 months, making a realistic comparison of year-on-year statistics possible. Together with the bedding in of a messy merger and a huge marketing push for Capital 95.8, the group finally seems to be back on track, gaining listeners on Planet Rock, Classic and Capital in the Q1 2007 Rajars.
Julian Carter, group director of sales at GMG Radio, suggested the industry as a whole has raised its game. He said: "Media owners are trying to be more creative and innovative, using mobile and online, as well as airtime and sponsorships and promotions."
Radio buyers told Media Week revenue patterns were hard to predict, since radio advertising often comes out of secondary budgets, but Jonathan Barrowman, head of radio at Initiative, is not surprised by the predictions of a rise.
Barrowman said: "We have seen a positive trend over the last few months and have had to think about booking earlier than usual, because availability has been tough across the key stations."
Simon Redican, managing director of the Radio Advertising Bureau, acknowledged there is a "growing confidence in the radio market", adding: "The current roll-out of (our) advertising effectiveness tracker for major customers will continue to build momentum behind the medium, as will the entry of Global Radio and Channel 4 into the market."
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