RAB Reports Peak Revenue

  • by November 20, 2002
Radio continues to log big sales increases, according to the Radio Advertising Bureau. It's count of revenue figures soared 17% in September 2002, the highest growth rate of any month since May of 2000 when radio hit its top end with an increase of 25% at the peak of an overall economic and advertising zenith.

The 17% combined local and national ad sales increase for September of 2002 over the same month a year ago was mirrored in the growth of both the national and local sectors. For the month of September, national ad dollars skyrocketed 26% and local figures jumped 14%, when compared to September of 2001. Radio's Q3 numbers also showed an overall gains. National numbers climbed 17% over the same quarter last year and local dollars escalated 8%. The combined total for Q3 Quarter of 2002 was up 10%.

On a year-to-date basis, national dollars rose 9% for the first nine months of the year, while local ad sales achieved a 3% increase. The combined total for January through September was up 4%. To put the intermediate and long-term growth of the industry into perspective, RAB introduced a Sales Index that equates base year 1998 to 100. For September, the national monthly sales index for Radio was 127.6. The local index was 129.7 for a combined total of 129.2. Looking at the year-to-date figures, the sales index showed national at 133.3; local at 134.1; and the combined total at 133.9.

Gary Fries, President and Chief Executive Officer of the RAB said the strong growth will continue "and the next two quarters are shaping up for sustained health in the industry.”

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