According to a new release from the Radio Advertising Bureau, radio posts the 5th consecutive growth quarter, with a 3% increase to $3.783B in Q1. Propelling the momentum this quarter
were strong performances in Digital (+21%), Off-Air (+9%) and key Spot categories: Automotive (+27%), Insurance (+20%), and Beverages (+32%).
Jeff Haley, RAB President and CEO, says "...
this growth, indicative of confidence in Radio's platforms, is echoed across multiple categories and leading marketers... the double-digit gain in Radio's Digital sector reflects advertisers
growing interest in tapping the power of exciting interactive capabilities... "
Revenue Comparisons (Million Dollars; Change Vs. Q1 2010) |
Revenue | $Q1 '11 | % Chg |
Spot | 3,062 | 1% |
Network | 260 | Flat |
Digital | 149 | 21% |
Off-Air | 312 | 9% |
Grand Total | 3,783 | 3% |
Source: Miller, Kaplan, Arase%Co., May 2011 |
Radios top five
Q1 revenue categories based on Spot spending are:
- Communications/Cellular... $338M
- Auto Dealers/Dealer Groups/Manufacturers... $333M
- Television/Networks/Cable
Providers... $295M
- Restaurants... $262M
- Financial Services... $212M
A T & T, McDonalds and Comcast Cable top the list of Radio's top ten Spot Radio
advertisers for Q1 2010:
- AT&T... $122M
- McDonald's... $85M
- Comcast Cable... $84M
- Safeway... $65M
- Verizon Wireless... $54M
- Chrysler
LLC... $47M
- MetroPCS... $46M
- GEICO... $45M
- Toyota Dealer Association... $38M
- Fox Television Network... $38M
Advertiser Category Analysis Q1 2011 Leading Growth Categories (Spot Radio in Millions) |
Category | $Q1 2011 | % Chg vs. Q1 2010
|
Automotive Dealers/Dealer Groups/Manufacturers | 333.2 | 27% |
Insurance Companies | 184.8 | 20% |
Professional Services | 125.8 | 9% |
Concerts/Theater/Movies | 112.5 | 6% |
Casinos Lottery | 101.6 | 22%
|
Home Furnishings/Floor Coverings | 85.5 | 2% |
Health Care | 53.6 | 12% |
Home Improvement | 39.1 | 8% |
Source: Miller, Kaplan, Arase & Co, May 2011 |
Automotive drove into the top slot in Spot Radio spending at year-end 2010 and
has kept going in Q1 2011. Spending in the category is virtually tied for #1 with Communications/Cellular at $333.2M (vs. $337.9M - less than 2% differential).
Communications/Cellular regains
the top spot for Spot Radio spending in Q1 2011, up from 2nd closing out last year.
Radio's leading advertiser AT&T upped its Q1 2011 presence by 8.2% over 2010 comps to $122.3M,
outspending competitor Verizon Wireless by 127% and #2 overall Radio spender McDonald's by 48% for the quarter.
MetroPCS holds the #3 spot within its category and moves into the #7 rank
among all advertisers this quarter based on 20% growth to $45.8M.
TV and Cable Nets/Cable Providers maintained the high level of Spot Radio spending in Q1 2011 that placed them in the #2 Spot
rank in early 2011, ($295.4M, flat) although displaced to the #3 ranking by Automotive's spending surge this year.
Television/Networks/Cable Providers (Q1 2011 vs. Q1 2010 Spot Radio in Millions) |
Advertiser | $Q1 '11 | % Chg |
Comcast Cable | 83.8 | 34% |
Fox Television Network | 37.5 | 16% |
Time Warner Cable | 20.6 | 34% |
USA Network
| 13.3 | 6% |
BET Black Entertainment TV | 11.0 | 58% |
Source: Miller,
Kaplan, Arase & Co, May 2011 |
Comcast Cable's 34% increase to $83.8M in Q1 strengthened their already dominant position within the category, nearly
tying with McDonald's (#2 , $85M) in Spot Radio's overall ranking.
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