By Anya Khait
The summer of 2000 ended on a successful note for the Radio industry, with combined local and national sales gaining 10% during the month of August. When compared to the same month a
year ago, local dollars were 11% higher, while national revenues increased 6%.
Through the first eight months of 2000, local advertising sales were running 16% ahead of 1999 and national figures
were 24% better. On a combined year-to-date basis, local and national revenues were up an impressive 18%. These calculations are based on the Radio Advertising Bureau (RAB) Radio revenue index of more
than 100 markets.
Highlighting the industry's August performance was the local sector, in which all five regions of the country enjoyed double-digit gains. Leading the way was the Southwest,
which posted an 18% jump, followed by the West (12%), the East (10%), the S East (10%) and the Midwest (10%). The Southwest also had the best month nationally, following a 24% boost in sales, followed
by the West (11%), the Midwest (2%), The East (1%), and the S. East (1%). Along the way, August qualified as the 96th consecutive month of advertising revenue increases for Radio.
“Radio is
showing a consistent growth pattern over the long term,” noted President & CEO of the RAB Gary Fries. “The nationwide double-digit increases in local sales are a testament to Radio's ability to tap
into the marketplace at the grass roots level and deliver customers for its advertisers.”
- MediaPost Staff Writer Anya Khait may be reached at anya@mediapost.com