• by Jack Loechner , Staff Writer @mp_research, January 2, 2003

Radio Posts Double Digit Gains Two Months In A Row

Radio revenue continues to rise as combined total ad sales for October rose 13% when compared to the same month last year, as reported by the Radio Advertising Bureau. The national sector continues to lead the way with a 23% gain compared to the same month a year ago, and local also remains strong with a healthy increase of 10% over last October.

This is the second month in a row that Radio has produced double-digit gains in ad sales, following the previous month's 17% gain in combined total revenue. Moreover, October is the eighth straight month of increases for the medium. Looking at Radio revenue from a year-to-date perspective, the combined total for the first ten months of 2002 rose 5%, over the same period last year. For January through October 2002, national numbers climbed 10% and local figures rose 4% when compared to the same ten months from 2001.

"October’s revenue gains have positioned Radio for sustained growth throughout this quarter and next," said Gary Fries, President and Chief Executive Officer of the Radio Advertising Bureau (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."

Radio Advertising Bureau Index Of Radio Revenue Pool Numbers

	Oct. 2002 Vs. Oct. 2001	Jan. - Oct. 2002 Vs. Jan. - Oct. 2001
Local Revenue All Markets	10%	4%
Local Sales Index	121.2	134.4
National Revenue All Markets	23%	10%
National Sales Index	126.1	133.9
Local & Nat'l Revenue All Markets	13%	5%
Combined Sales Index	123.0	134.3

Local and national revenues are based on a pool of more than 100 markets, as reported by the accounting firm of Miller Kaplan Arase & Co and other certified public accounting firms. The RAB Sales Index equates base year 1998 to 100.

You can find out more at the rab.