When compared to the same month a year ago, local advertising revenues for Radio were down only 2% in February, compensating somewhat for a 20% drop in national dollars. Combined local and national ad sales declined 6%, in contrast to the soaring 22% increase of February 2000. These monthly totals are based on the Radio Advertising Bureau (RAB) Radio revenue index of more than 100 markets.On a year-to-date basis, local numbers were off only 1%, while national totals were running 18% behind last year. Combined local and national advertising revenues showed a 5% decline in 2001 when matched against the first two months of 2000's phenomenal growth.The RAB's new Sales Index shows solid industry growth over the long term. For February 2001, the local Radio sales index is 139.1, while the national sales index is 131.0. The combined local and national sales index is 137.3. From a year-to-date standpoint, the indexes are 135.0 local, 127.2 national and 133.2 combined. The RAB Sales Index equates base year 1998 to 100."Local Radio will continue to be more stable than other media sectors during the first half of the year," noted President & CEO, RAB, Gary Fries. "Overall, Radio will pick up momentum as we move past the high comps of the first six months. All indicators to point to a heavy, back-ended year, with Radio delivering a healthy increase in year-end revenue." The accounting firms of Miller, Kaplan, Arase & Co. and Hungerford, Aldrin, Nichols and Carter provide the local and national revenue data on the more than 100 markets RAB uses to calculate its revenue index.
By Ken LiebeskindA report released this week by Myers Reports details the developing world of seamless media, including forecasts on wireless phone growth, mobile commerce projections and the evolution of consumer time spent with major media through 2010. The report defines seamless media as "the ability of content providers and advertisers to reach consumers just about anywhere, 24/7." The report makes the point that, for most observers, wireless media means cell phones or emerging wireless Internet applications, but the real impact of wireless technologies will be as a catalyst for seamless media, an environment where users can access the digitized content of any medium from anywhere."This report chronicles where we are in the seamless media revolution and where we are going," says Jack Myers, chief economist, Myers Reports. "The seamless media age is upon us, and with it comes changes in the way consumers and advertisers use media." The number of wireless phone subscribers in North America will nearly double between now and 2004, according to the report. The number of wireless subscribers will grow from 129 million this year to 203 million in 2004.Wireless phone growth will be driven by better coverage and quality resulting from heavy competition among service providers; migration of users from landline to wireless for their telephone services; more bandwidth yielding more attractive services; a convergence of the Personal Digital Assistant, cell phone and PC platforms; and the transition of the Internet into the "Evernet," fueling a growing need to stay connected anywhere, anytime.Mobile commerce (m-commerce), which is supported by wireless devices, will also grow significantly. The study doesn't say how much m-commerce revenue is being generated now, but predicts it will grow to $4.74 billion by 2004. Mobile advertising will also grow. Again, the report didn't say how much mobile ad revenue is being generated now, but predicts it will reach $2.6 billion by 2005.The report states that, initially, the Internet and radio will feel the impact of seamless media most profoundly, but by the end of the decade consumers will routinely be accessing TV and print media content via wireless platforms. Combined, this incremental access to new and old media will add more than 500 hours per year in total time spent by consumers with media.While radio will continue to be the dominant "mobile" medium, accounting for a 40% share of such wireless media applications, mobile access of TV content will account for 38%, followed by wireless Web access (14%).Print media will be the slowest to adapt to a seamless media environment, but with the advent of eBooks and wireless/satellite distribution systems, print media will account for 2% of this new seamless media segment of the media marketplace.The 113 page report can be purchased from Myers Reports for $750. Order a copy at Myers.com or call (212) 764-5566, x 227. - Ken Liebesk
ABC led in average prime-time viewership and also captured the adults 18-49 demographic for the week ending March 25. ABC captured a 10.2 rating and a 17 share in total household rankings. CBS was second in the total household ranking with an 8.2 rating/14 share. NBC came in third with a 6.4 rating/11 share and Fox was fourth with a 5.9 rating/10 share. ABC was also the winner in the 18-49 demographic with a 5.8 rating (16 share), followed by CBS, which reached a 4.3/12, Fox with 4.3/11 and NBC with a 3.7/10. The WB network reached a 2.1 /3 share in total household rankings, and its rating among adults 18-49 was 1.3. UPN had a 2.0/3 in total household rankings and share last week. Its rating among adults 18-49 was also 1.3. PAX TV had a total household rating of 1.1 and a 2 share. Among adults 18-49, it had a 0.5 rating. For the week of March 19-25, the top 10 shows were:1. “Academy Awards,” ABC, 26.22. “Oscar Countdown 2001,” ABC, 18.63. “Who Wants to Be a Millionaire” (Tuesday), ABC, 14.54. “Survivor II _ The First 24 Days,” CBS, 14.05. “Law and Order,” NBC, 13.06. “Who Wants to Be a Millionaire” (Thursday), ABC, 12.97. “Everybody Loves Raymond,” CBS, 12.58. “Barbara Walters Special,” ABC, 12.19. “Friends,” NBC, 12.010. “Who Wants to Be a Millionaire” (Friday), ABC, 11.0 - Anya Khait