• by Jack Loechner , Staff Writer @mp_research, December 4, 2004

National Radio Revenue Up 6% in October

According to the Radio Advertising Bureau Radio Revenue Index, local year-to-date Radio revenue increased 3% the first nine months of this year over that same time period from a year ago, while national ad revenue, up in October, is down only 1% January through October of 2004 when compared to January through October of 2003.

The combined local and national ad revenue grew 2% January through October of this year over those same months from 2003. Non-spot revenue for the first nine months of 2004 rose 11% over that same time period from a year ago, bringing the grand total of all combined Radio revenue for January through October of 2004 up 3% over January through October of 2003.

"The national sector's return to healthy figures will help Radio finish the year with modest, but positive, results," noted Gary Fries, President and Chief Executive Officer of the Radio Advertising Bureau (RAB). "Local has sustained the medium through a turbulent year. As we move into 2005, all indicators point to continued stability in all segments of the Radio business."

Radio Advertising Bureau Index Of Radio Revenue Pool Numbers

OCT. 2004 vs. OCT. 2003		YEAR-TO-DATE JAN. - OCT. 2004 vs. JAN. - OCT. 2003
Local Revenue
All Markets	-1%	All Markets	+3%
Local Ad Sales Index	117.8	Local Ad Sales Index	138.6
National Revenue
All Markets	+6%	All Markets	-1%
National Ad Sales Index	135.3	National Ad Sales Index	142.4
Local & Nat'l Revenue
All Markets	+1%	All Markets	+2%
Combined Ad Sales Index	124.3	Combined Ad Sales Index	139.4
Non-Spot Revenue
All Markets	+11%	All Markets	+11%
Grand Total Revenue
All Markets	+1%	All Markets	+3%

Source: Radio Advertising Bureau/Miller Kaplan Arase & Co. The RAB Sales Index equates base year 1998 to 100.