• by Jack Loechner , Staff Writer @mp_research, August 5, 2004

Local Radio Advertising Leads Ad Growth in June

According to the Radio Advertising Bureau, and reported by Miller Kaplan Arase & Co., radio revenue climbed in June posting a gain of 3% in combined total local and national ad sales compared to June of last year. Local revenue continued to lead, increasing 5% over June of 2003, while the national sector continued to lag, dropping 3% compared to last June.

For the 2nd Quarter of 2004, Radio revenue rose 2% in combined total local and national advertising sales when compared to 2nd Quarter of last year. Local business for 2nd Quarter was up 3% over the same quarter from a year ago, and national dollars remained flat.

Radio revenue from a year-to-date perspective shows that combined total local and national ad sales figures increased 3% January through June of 2004, compared to that same time period last year. Local sales numbers increased 4% for January through June of 2004 over January through June of 2003. Na tional revenue inched up 1% during the first half of 2004 over the first half of 2003.

For the month of June 2004, the combined total local and national sales index was 137.8; the local index was 140.8; and the national index was 122.7. On a year-to-date basis from January through June of 2004, the combined total local and national sales index was 141.1; the local index was 140.3; and the national index was 142.8. (Sales Index equates base year 1998 to 100)

"Radio's strength as a local medium continues to provide a sound footing for the industry as we anticipate activity in national to revive as the year rolls out," observed Gary Fries, President and Chief Executive Officer, RAB.