US radio advertising revenue growth remains strong, with the combined total sales for October rising by 13%, according to the latest figures from the US Radio Advertising Bureau (RAB). National spend continues to lead the way with a 23% growth on October 2001, whilst local revenue rose by 10%.
This is the second consecutive month of double digital growth for the US radio sector, with September’s revenue jumping by 17% (see
US Radio Figures Looking Stronger And Stronger, Up 17% In September), and represents eight months of rising revenues.
In the year-to-date, the combined total revenue for the first ten months of 2002 rose 5%, with national up 10% and local 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.
For October, the combined total sales index was 123; the national index was 126.1 and the local index was 121.2. On a year-to-date basis, the sales index for the combined total was 134.3; for national it was 133.9 and for local it was 134.4.
| US October Radio Advertising Revenue Growth And Index Figures |
| |
|
|
|
| October 2002 vs October 2001 |
Calendar Year To Date |
| |
|
|
|
| Local Revenue |
 |
Local Revenue |
|
| All Markets |
10.0% |
All Markets |
4.0% |
| Local Sales Index |
121.2 |
Local Sales Index |
134.4 |
| |
|
|
|
| National Revenue |
 |
National Revenue |
 |
| All Markets |
23.0% |
All Markets |
10.0% |
| National Sales Index |
126.1 |
National Sales Index |
133.9 |
| |
|
|
|
| Local & National Revenue |
 |
Local & National Revenue |
 |
| All Markets |
13.0% |
All Markets |
5.0% |
| Combined Sales Index |
123.0 |
Combined Sales Index |
134.3 |
| |
|
|
|
| Source: US RAB, December 2002 |
“October’s revenue gains have positioned radio for sustained growth throughout this quarter and next,” says Gary Fries, CEO of the RAB. “Radio’s resiliency has been a major factor in the increases we’ve seen so far this year and radio is poised to continue to outperform other media into 2003.”
