Local revenues remained flat in July, with the sector still struggling under a weak economy. National spend, on the other hand, was strong, jumping by 12% year on year. The combined local and national total revenue for the month climbed 3% over July of last year.
On a year-to-date basis, national revenue rose 8% and local inched up 1%. Combined, local and national spend rose by 3% during the first seven months of the year.
“This is a continuation of forward momentum for radio, as we progress into the second half of 2003,” said RAB president Gary Fries. “All indications point toward steady growth throughout the remainder of the year.”
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 national sales index for July 2003 was 150.8; the local index was 142.3 and the total combined index was 144.6. In the year-to-date, the national index was 142.3; the local index was 134.8 and the combined total was 136.7.
| US July Radio Advertising Revenue Growth And Index Figures |
| |
|
|
|
| July 2003 vs July 2002 |
Calendar Year To Date |
| |
|
|
|
| Local Revenue |
 |
Local Revenue |
|
| All Markets |
0% |
All Markets |
1% |
| Local Sales Index |
142.3 |
Local Sales Index |
134.8 |
| |
|
|
|
| National Revenue |
 |
National Revenue |
 |
| All Markets |
12% |
All Markets |
8% |
| National Sales Index |
150.8 |
National Sales Index |
142.3 |
| |
|
|
|
| Local & National Revenue |
 |
Local & National Revenue |
 |
| All Markets |
3% |
All Markets |
3% |
| Combined Sales Index |
144.6 |
Combined Sales Index |
136.7 |
| |
|
|
|
| Source: US RAB, September 2003 |
