Radio advertising sales continued to mirror the recovering US economy for the month of June, rising by 3.0% year on year, according to the latest data from the US Radio Advertising Bureau (RAB).
Local adspend grew by 2.0% during June, while national sales fared better, showing a 7.0% gain. In the calendar year to June 2002, national revenues were up 5.0% and local spend was flat. Combined, local and national sales were 1.0% ahead of the first half of last year.
Compared to Q2 2002, Q2 this year showed local revenues up 2.0% and national revenues up 7.0%; combined local and national figures were 3.0% higher in Q2.
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 June was 134.4; the national index was 118.1 and the combined sales index was 130.1. During H1, the local index stood at 133.5, while the national index was 133.9 and the combined total was 133.6.
| US June Radio Advertising Revenue Growth And Index Figures |
| |
|
|
|
| June 2002 vs. June 2001 |
Calendar Year To Date |
| |
|
|
|
| Local Revenue |
 |
Local Revenue |
|
| All Markets |
2.0% |
All Markets |
0.0% |
| Local Sales Index |
134.4 |
Local Sales Index |
133.5 |
| |
|
|
|
| National Revenue |
 |
National Revenue |
 |
| All Markets |
7.0% |
All Markets |
5.0% |
| National Sales Index |
118.1 |
National Sales Index |
133.9 |
| |
|
|
|
| Local & National Revenue |
 |
Local & National Revenue |
 |
| All Markets |
3.0% |
All Markets |
1.0% |
| Combined Sales Index |
130.1 |
Combined Sales Index |
133.6 |
| |
|
|
|
| Source: RAB USA, August 2002 |
“Looking forward, we see signs that radio’s growth will outperform the economy in general, resulting in a steady and strong recovery in 2002,” said Gary Fries, president and chief executive officer of the RAB.
