The Q2 Internet Radio Ad Load Report recorded that advertisers grew 26% over the first quarter of 2015. While the rise in the numbers of advertisers occurred broadly across industries, the automotive and education segments led the growth.
Automotive has grown steadily from 7% to 8% to 10% of the total advertisers identified over the last three quarters, respectively. Meanwhile, education-related advertisers grew only modestly from 3% to 4% between the end of 2014 and the first quarter in 2015. That changed in Q2 with a rise to 7.4%.
Healthcare and Restaurants Fluctuate While Others Rise Steadily
Restaurants have taken a different path. Their presence fell from 10% in Q4 to 5.5% in Q1, but rebounded in Q2 back up to 8%. Healthcare followed an opposite pattern. It was 4% in both Q4 2014 and Q2 2015, but doubled to 8% in the first quarter.
This contrasts with The Media, Entertainment and Gaming segment that grew steadily over the three quarters from 13.9% to 14.6% to 15.4%. Consumer Products advertisers show a similar pattern with 2.8% to 3.6% to finishing Q2 with 4.7%.
Financial Services Advertisers Up, Percentage Down
Financial services advertisers have been on a steady decline in their overall presence falling from 7% to 5% to 4% in consecutive quarters. The number of advertisers has actually climbed slightly but has failed to keep pace with the growth in other sectors. One other data point of note is that government agencies showed up for the first time in our analysis in the second quarter.
Advertiser Presence is Not Spot Load
The data displayed above is simply the number of advertisers identified by industry. It does not relate the percent of spots run by advertisers in those industries. Spot load is a common way that broadcast radio reports on advertiser activity. The Q2 ad load report breaks out the top 10 advertisers by spot load and it shows advertiser spot load by publisher that is analyzed in the Advertiser Concentration subsection. You can view all of the data by downloading the report here.