The trend has already started as radio advertising rose 18% to R1.24 billion in the first six months of 2010 compared to the same period last year.
The Price Waterhouse Coopers' (PwC) South African Entertainment and Media Outlook: 2010-2014 (The Outlook), which provides the data for radio advertising, showed that in 2009 advertising spend accounted for 82% of the radio market despite experiencing a decline for the first time in five years.
The economy recovery and spending related to the World Cup are being credited as the reasons for the increase year on year in radio advertising spending.
And it's estimated that the upward trend will continue. According to The Outlook South African Radio advertising is expected to grow to R3.6 billion by 2014, with expected increases of approximately 10% in 2011 and 2012, 11.1% in 2013 and 12.1% in 2014.
However despite radio's popularity Vicki Myburgh, director of Entertainment & Media for PwC Southern Africa says that advertisers should not shift their focus from their current traditional, non-digital forms of advertising.
"Traditional media still represents 70% of the market and even though digital media is experiencing growth it is off a fairly small base.
Advertisers need to start looking at different ways but shouldn't ignore their advertising as it is now."
The Outlook also estimates that television advertising will grow at 9.6% over the next five years while online video advertising will expand rapidly at 23.6% over the same period.
Online advertising will grow an estimated 37% in the next five years and even though print advertising decreased slightly over the last year it is estimated that it will recover from the downward trend to grow at 4.5% over the next five years.
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