US national radio revenue figures rose 1% in February, while local spend fell by 6%, according to the latest data from the US Radio Advertising Bureau (RAB).
The RAB says that the dip in local advertising is due primarily to the lack of TV sweeps advertising in this Olympic year. The combined total for February was off 5% year on year. This compares with growth during January of 2% for national advertising and 1% for local, giving an overall positive growth of 1% (see
US Radio Rebounds In January).
On a year-to-date basis, the national sales figures also grew 1%, while local dropped 3% during the first two months of 2002. The combined total was off 2%, says the report.
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.
On this basis local sales index for February was 130.2, while the national index was 132.7; combined gives an index of 130.6. In the year-to-date, the local index was 131.8, national was 129.8 and the combined total was 131.5.
| US Radio Revenue Feb 2002 v Feb 2001 |
| Local Revenue |
| All Markets |
-6% |
| Local Sales Index |
130.2 |
| National Revenue |
| All Markets |
1% |
| National Sales Index |
132.7 |
| Local & National Revenue |
| All Markets |
-5% |
| Combined Sales Index |
130.6 |
| Source: RAB USA, April 2002 |
“Radio revenues are strengthening each month, and as we look forward, the industry is poised for a steady growth recovery,” says Gary Fries, chief executive officer of the RAB.
