Total US radio ad revenue rose by 10% in November – the third month in a row that ad sales have shown double-digit growth. The latest figures from the US Radio Advertising Bureau (RAB) show that November is also the ninth straight month of revenue increases for the medium.
National spend continues to lead the recovery with a 23% increase, whilst local saw a 7% rise over November of 2002. On a year-to-date basis, combined growth was 6%, whilst national spend rose by 12% and local by 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.
For November, the total combined sales index was 127.8; local was 128.3 and national was 125.8. In the year-to-date, the total combined sales index was 135.1; local was 135.4 and national was 135.0.
| US November Radio Advertising Revenue Growth And Index Figures |
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| November 2002 vs November 2001 |
Calendar Year To Date |
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| Local Revenue |
 |
Local Revenue |
|
| All Markets |
7.0% |
All Markets |
4.0% |
| Local Sales Index |
128.3 |
Local Sales Index |
135.4 |
| |
|
|
|
| National Revenue |
 |
National Revenue |
 |
| All Markets |
23.0% |
All Markets |
12.0% |
| National Sales Index |
125.8 |
National Sales Index |
135.0 |
| |
|
|
|
| Local & National Revenue |
 |
Local & National Revenue |
 |
| All Markets |
10.0% |
All Markets |
6.0% |
| Combined Sales Index |
127.8 |
Combined Sales Index |
135.1 |
| |
|
|
|
| Source: US RAB, January 2003 |
“We expect equally strong numbers for December, regardless of what some forecasters have predicted, and thus a strong ending for 2002. Looking forward into first quarter, all indications are that this positive growth cycle is continuing,” says Gary Fries, CEO of RAB.
