Revenue Comparisons - 2010 vs. 2009 ($ In Millions) | ||
Revenue | $Q1 '10 | % Chg |
Local | 2,450 | 2% |
National | 568 | 19% |
Local & National Combined | 3,018 | 6% |
Network | 260 | 6% |
Digital | 123 | 18% |
Off-Air | 286 | Flat |
Grand Total | 3,687 | 6% |
Source: Miller, Kaplan, Arase & Co., May 2010 |
According to the report, the Eastern Region outpaced the rest of the nation in ad spending gains for Q1, up 12.7% - followed by the Southwest and Central Regions, up 9.7% and 6.7%, respectively. Spending is up but trails nationwide growth in the West (4.5%) and South (3.5%).
RAB President and CEO, Jeff Haley, says "Our growth in this recovery is showing signs that Radio's momentum is outpacing that of other traditional media... underscoring Radio's inherent strength with advertisers demonstrating renewed enthusiasm for spending in our medium... advertisers have found and, in many instances, rediscovered Radio. With ever-expanding Digital and Off-Air vehicles adding to Radio's appeal... this growth trend will continue to gain momentum," Haley concludes.
Local and National Radio Leading Growth Categories (Q1 2010; $ in Millions) | ||
Category | $Q1 '10 | % Chg |
Communications/Cellular/Public Utilities | 350.5 | 6% |
Television/Networks/Cable Providers | 276.2 | 23% |
Auto Dealers/Dealer Groups/Manufacturers/Rentals | 230.6 | 39% |
Financial Services | 191.6 | 49% |
Grocery/Convenience/Liquor Stores | 187.2 | 27% |
Home Improvement | 31.0 | 18% |
Source: Miller, Kaplan, Arase & Co., May 2010 |
Communications/Cellular/Public Utilities, a strong category for Local and National Spot Radio throughout the past year, regains the top spot in Radio spending in Q1 '10, at $350.5M - an increase of 5.7% over a comparatively strong showing in Q1 '09. Battling cellular services AT&T ($108.3M) and Verizon Wireless ($104.1M) dominate the sector, comprising approximately 61% of total spending.
A huge boost in spending by its leading advertiser Comcast Cable (+32%, to $60.9M) propelled Television/Networks/Cable Providers into Radio's #2 rank for Q1 2010, up from 3rd in Q1 '09. The category grew 23% overall, to $276.2M.
TV broadcasters, cable networks, and access providers increasing spending to contribute to Q1's impressive gain include:
With year over year spending virtually flat, the Restaurant category flips from 2nd in Q1 '09 to #3 this year, at $260.4M. McDonald's remains Radio's third-largest advertiser for this quarter, at $71.7M. Major competitor Wendy's Radio spend of $22.8M represented an increase of 18%.
The automotive industry's turnaround has been prominently in the news over the last several months, and the sector's spending on Radio is also rebounding. The Automotive category's very positive +39% uptick to $230.6M is cause for optimism for the year ahead. As in Q1 2009, Automotive occupied the #4 rank for spending this quarter.
Local and National Radio Auto Dealers/Dealer Groups/Manufacturers/Rentals (2010 vs. 2009; $ in Millions) | ||
Advertiser | $ Q1 '10 | % Chg |
Nissan Dealer Association | $30.0 | 134% |
Toyota Dealer Association | 25.7 | 107% |
Daimler Chrysler Plymouth Dodge Jeep Corporation | 24.7 | 652% |
Chevrolet Motor Corporation | 14.8 | 328% |
Honda Dealer Association | 13.5 | 104% |
Nissan Motor Corporation | 13.4 | 98% |
Lexus Dealer Association | 8.6 | 365% |
Chevrolet Dealer Association | 7.5 | 107% |
Source: Miller, Kaplan, Arase & Co., May 2010 |
Lower in the spending ranks but also using more Radio to broadcast their sales appeals in Q1 were:
Financial Services moves into Local and National Spot Radio's Top 5 this quarter with expenditures of $191.6M, up by nearly 50% from last year's Q1 spend of $129M (#7). An analysis of the top Q1 '10 Radio spenders finds a new order, with several smaller and/or regional banks moving into the top ranks:
Despite an impressive 27% increase in spending, Groceries dropped to 6th place in overall Q1 Radio spending, at $187.2M. Top category spender Safeway ranks overall as Radio's 4th-largest Q1 advertiser at $60.5M, an increase of 63% over Q1 2009. Additionally on radio:
Insurance companies spending in Radio's #7 sector was flat at $139.1M, though the category is significant in that it is led by 5th-ranked Radio advertiser GEICO ($40.5M in Q1 2010). Increasing competition for low-rate automotive coverage appears to be a major factor in Radio sustaining dollars in this category:
Growing consumer optimism has generated a building boom for home fix-up retailers in the early months of 2010, and the major players in the category have added to their Radio budgets as they compete to attract customers to their stores. Radio's revenue from Home Improvement advertisers grew 18% over Q1 '09 to $31M, with added spending by all four major players.
Retail Local and National Radio (2010 vs. 2009, $ in Millions) | ||
Advertiser | $Q1 '10 | % Chg |
Walmart | 13.7 | 74% |
Kohl's | 13.6 | 126% |
Home Depot | 12.7 | 18% |
Orchard Supply Hardware | 8.0 | 16% |
Lowe's Home Improvement | 5.8 | 61% |
Burlington Coat Factory | 4.1 | 42% |
Meijer Discount Department Store | 3.2 | 53% |
Source: Miller, Kaplan, Arase & Co., May 2010 |
Other categories reported on in detail include:
For more details and additional information about the study, please see the PDF file here.
So, the biggest advertisers on radio are the companies whos #1 job is the take away the audience. Yup, that's real good for radio. It shouldn't take too long, and all I will have to listen too is public radio and the CBC........not that it would be a bad thing.
Isn't showing a big increase over a disastrous year kind of a given?