• by Jack Loechner , Staff Writer @mp_research, June 3, 2011

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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