US radio advertising jumped by 17% year on year in September 2002, the highest monthly radio growth rate since May 2000 when ad markets were peaking.
The latest data from the US
Radio Advertising Bureau (RAB) show that national ad dollars soared by 26%, whilst local spend rose by 14%.
September also closed Q3, in which national numbers climbed 17% and local dollars 8%, over Q3 2001. The combined total Q3 2002 was up 10%.
On a year-to-date basis, national dollars rose 9%, whilst local ad sales saw a 3% increase. The combined total for January through September was up 4%.
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 September was 129.7 and the national number was 127.6, giving a combined total sales index of 129.2. In the year-to-date, the local sales index was 134.1, the national index was 133.3 and the combined total was 133.9.
| US September Radio Advertising Revenue Growth And Index Figures |
| |
|
|
|
| September 2002 vs September 2001 |
Calendar Year To Date |
| |
|
|
|
| Local Revenue |
 |
Local Revenue |
|
| All Markets |
14.0% |
All Markets |
3.0% |
| Local Sales Index |
129.7 |
Local Sales Index |
134.1 |
| |
|
|
|
| National Revenue |
 |
National Revenue |
 |
| All Markets |
26.0% |
All Markets |
9.0% |
| National Sales Index |
127.6 |
National Sales Index |
133.3 |
| |
|
|
|
| Local & National Revenue |
 |
Local & National Revenue |
 |
| All Markets |
17.0% |
All Markets |
4.0% |
| Combined Sales Index |
129.2 |
Combined Sales Index |
133.9 |
| |
|
|
|
| Source: US RAB, November 2002 |
“In May of 2000, the economy and the advertising environment were in the midst of phenomenal prosperity and growth,” notes Gary Fries, CEO of the RAB. “The strong growth in radio ad sales for September and Q3 point to radio’s ability to withstand the kind of uncertain environment that is enveloping the advertising landscape today. Right now, radio looks to continue to exceed expectations and the next two quarters are shaping up for sustained health in the industry.”
