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.