US radio revenues increased by 4% year on year during April, with local spend up 2% and national up 6%, according to the latest data from the US Radio Advertising Bureau.
The first four months of 2002 show national spend up 2%, whilst local ad sales and the combined total figures remained flat overall. The Bureau says that the US radio industry is entering a ‘slow, steady but strong recovery phase’. Growth similar to April’s is anticipated over the coming months.
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 April was 134.2; the national index was 125.0 and the combined total was 132.1. On a year-to-date basis, the local sales index was 132.7; the national index was 131.5 and the combined total was 132.3.
| US Radio Advertising Revenue Growth And Index Figures |
| |
|
|
|
| Apr 2002 vs. Apr 2001 |
Calendar Year To Date |
| |
|
|
|
| Local Revenue |
 |
Local Revenue |
|
| All Markets |
2.0% |
All Markets |
0.0% |
| Local Sales Index |
134.2 |
Local Sales Index |
132.7 |
| |
|
|
|
| National Revenue |
 |
National Revenue |
 |
| All Markets |
6.0% |
All Markets |
2.0% |
| National Sales Index |
125.0 |
National Sales Index |
131.5 |
| |
|
|
|
| Local & National Revenue |
 |
Local & National Revenue |
 |
| All Markets |
4.0% |
All Markets |
0.0% |
| Combined Sales Index |
132.1 |
Combined Sales Index |
132.3 |
| |
|
|
|
| Source: RAB USA, June 2002 |
