US radio advertising revenues continued to show growth during June, with combined national and local spend rising by 4% year on year, according to the latest forecasts from the Radio Advertising Bureau (RAB). National expenditure jumped by 16% in the month, whilst local remained flat.
Across the whole of the first half, national revenues are tracking up 7%, whilst local are up just 1%. Combined, revenues were 3% higher than in H1 2002.
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.
For June, the local sales index is 134.4; the national is 126.6 and the combined local and national is 133.5. Across H1, the local sales index is 135.0; the national is 142.7 and the combined local and national total is 137.6.
“The June revenue numbers demonstrate radio’s stability even in an uncertain economic environment,” says Gary Fries, president of the RAB. “Local business has been delayed by concerns over the economy and global affairs, but has held steady. All indicators point to growth and recovery for the 3rd and 4th quarters.”
