The US radio industry showed no growth in any advertising categories during the first month of 2004, according to the latest figures from the Radio Advertising Bureau (RAB).
Expenditure to local and national radio advertising was flat during January, indicating a levelling out for the sector, according to the RAB’s president Gary Fries. However, things are expected to pick up again later in the year.
“As we move past first quarter, radio ad sales will move beyond the current stalled economy and experience growth as we progress through the year,” predicts Fries.
The flat performance comes after full-year figures showed radio revenue just managed to remain in positive growth during 2003. The combined local and national expenditure rose by 1%, with local showing no growth and national up by 6% (see US Radio Just Stays Positive In 2003).
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 January 2004 was 140.1; the national was 152.5 and the combined total was 141.6.
| US January Radio Advertising Revenue Growth And Index Figures |
| |
|
|
|
| Jan 2003 vs Jan 2002 |
FY 2003 vs 2002 |
| |
|
|
|
| Local Revenue |
 |
Local Revenue |
|
| All Markets |
0% |
All Markets |
0% |
| Local Sales Index |
140.1 |
Local Sales Index |
135.4 |
| |
|
|
|
| National Revenue |
 |
National Revenue |
 |
| All Markets |
0% |
All Markets |
6% |
| National Sales Index |
152.5 |
National Sales Index |
144.0 |
| |
|
|
|
| Local & National Revenue |
 |
Local & National Revenue |
 |
| All Markets |
0% |
All Markets |
1% |
| Combined Sales Index |
141.6 |
Combined Sales Index |
138.4 |
| |
|
|
|
| Source: US RAB, March 2004 |
