Local Radio Revenue Holds Steady While National Falls In July According to the Radio Advertising Bureau (RAB) September revenue release, local Radio revenue remained steady for July,
increasing 1% over the same month from a year ago. National dollars decreased 15% this July when compared to July of 2003, contributing to an overall dip of 3% in combined total local and national ad
sales revenue.
From a year-to-date perspective, local radio sales figures climbed 4% for the first seven months of 2004 over that same time period from 2003. National dollars experienced a drop
of 2% January through July of 2004 compared to the same months from 2003. Combined total local and national Radio revenue increased 2% January through July of 2004 over January through July of 2003.
The local sales index (base year 1998 = 100) for the month of July 2004 was 143.9; the national was 128.7; and the combined total was 140.5. On a year-to-date basis, the local sales index for
the first seven months of 2004 was 139.7; the national index was 139.9; and the combined total was 139.8.
"Radio's wide range of advertising categories and its strength in the local marketplace
are sustaining the medium," said President and Chief Executive Officer, RAB, Gary Fries. "While Radio's rebound has been slower than anticipated, all indicators point to a healthy recovery by
year-end 2004."
RADIO ADVERTISING BUREAU INDEX OF RADIO REVENUE POOL NUMBERS
| | JULY 2004
vs.JULY 2003 | YEAR-TO-DATE
JAN.-JUL. 2004
vs. JAN.-JUL. 2003 |
| Local Revenue | | |
| All Markets | 1% | 4% |
| Local Sales Index | 143.9 | 139.7 |
| National
Revenue | | |
| All Markets | -15% | -2% |
| National Sales Index | 128.7 | 139.9 |
| Local & Nat'l Revenue | | |
| All Markets | -3% | 2% |
| Combined Sales Index | 140.5 | 139.8 |