US radio advertising revenues fell by 2.0% year on year in March, reversing a stronger trend that had been established in January and February.
National dollars rose by 4%, whilst local spend fell by 3%, according to the latest figures from the US
Radio Advertising Bureau (RAB). The decline in local spending was attributed by the Bureau to the looming threat of war that was present at the time.
The first quarter as a whole closed up 4.0%, with local spend rising by 2.0% and national by 8.0%.
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 combined local and national ad sales index for March was 126.1, with national at 132.4 and local at 124.8, as shown below.
| US March Radio Advertising Revenue Growth And Index Figures |
| |
|
|
|
| Mar 2003 vs Mar 2002 |
Calendar Year To Date |
| |
|
|
|
| Local Revenue |
 |
Local Revenue |
|
| All Markets |
-3.0% |
All Markets |
2.0% |
| Local Sales Index |
124.8 |
Local Sales Index |
132.1 |
| |
|
|
|
| National Revenue |
 |
National Revenue |
 |
| All Markets |
-4.0% |
All Markets |
8.0% |
| National Sales Index |
132.4 |
National Sales Index |
139.8 |
| |
|
|
|
| Local & National Revenue |
 |
Local & National Revenue |
 |
| All Markets |
-2.0% |
All Markets |
4.0% |
| Combined Sales Index |
126.1 |
Combined Sales Index |
134.4 |
| |
|
|
|
| Source: US RAB, May 2003 |
For the February 2003 figure from the RAB click US Radio Revenues Rise 7% In February.
