US national radio advertising revenue jumped by 11.0% during May, whilst local spend rose by 1.0%, according to the latest data from the US Radio Advertising Bureau (RAB). The combined total revenue was up 3.0% year on year.
In the calendar year to May, local revenue remained flat, whilst national rose by 4.0%; this gives a combined growth for the five month period of 1.0%.
Longer-term index To put the intermediate and long-term growth of the US radio industry into perspective, the RAB compares figures to sales in a base year – 1998 – which is indexed to 100.
The local sales index for May was 133.1; the national index was 133.8 and the combined total sales index was 133.3. On a year-to-date basis, the local sales index was 133.2 and the national was 132.4; combined was 133.0.
| US Radio Advertising Revenue Growth And Index Figures |
| |
|
|
|
| May 2002 vs. May 2001 |
Calendar Year To Date |
| |
|
|
|
| Local Revenue |
 |
Local Revenue |
|
| All Markets |
1.0% |
All Markets |
0.0% |
| Local Sales Index |
133.1 |
Local Sales Index |
133.2 |
| |
|
|
|
| National Revenue |
 |
National Revenue |
 |
| All Markets |
11.0% |
All Markets |
4.0% |
| National Sales Index |
133.8 |
National Sales Index |
132.4 |
| |
|
|
|
| Local & National Revenue |
 |
Local & National Revenue |
 |
| All Markets |
3.0% |
All Markets |
1.0% |
| Combined Sales Index |
133.3 |
Combined Sales Index |
133.0 |
| |
|
|
|
| Source: RAB USA, July 2002 |
“All indicators point to continued sales gains for radio as the year progresses,” says Gary Fries, president and chief executive officer of the RAB.
