• by February 5, 2001

After setting a new standard for sales success in 1999, the Radio industry established yet another revenue benchmark in 2000. Combined local and national sales increased 12%, bringing the industry close to $20 billion, nearly double since 1994.

According to the latest release from the Radio Advertising Bureau, the local and national dollars also grew 12% each in 2000. At press time, network Radio was estimated to be up by 14%.

RAB says local numbers reached $15.223 billion in 2000, compared to the $13.592 billion generated locally in 1999. National spot sales climbed to $3.596 billion this past year, up from $3.211 billion in 1999. Network Radio's estimated growth brings that sector to $1 billion compared to 1999's $878 million. Combining local and national activity with the network estimate, 2000 revenues amounted to $19.819 billion, more than $2 billion higher than the previous year's total of $17.681 billion.

The impressive sales showing by the Radio industry in 2000 was achieved despite the month of December, in which local revenues were off 2% and national dollars were down 7%, the RAB says. When added together, December's local and national sales decreased 3% when compared to an exceptional December of 1999 when sales climbed 20%.

"Over the long run, Radio will continue to withstand any slowdown in the economy," noted Gary Fries, President & CEO, RAB. "All indicators point to gradual growth over 2001 that will pick up momentum as the year progresses."

Local and national spot figures are based on the Radio Advertising Bureau's Radio revenue index of more than 100 markets. Network Radio estimated ad revenue is reported by Miller, Kaplan, Arase & Co.