According to the latest release from the Radio Advertising Bureau, May 2002 National ad sales soared with an 11% gain while local dollars rose 1%. The combined total revenue was up 3% over May of last year.
To put the intermediate and long-term growth of the Radio industry into proper perspective, the RAB introduced a Sales Index that equates base year 1998 to 100. The Index works similar to the Consumer Price Index so that information can be monitored on a monthly basis. The local sales index for the month of May 2002, was 133.1, while national was 133.8. The combined total sales index for the month was 133.3. From January through May of this year, the local sales index was 133.2 and the national was 132.4 for a combined total of 133.0. These monthly totals are based on the RAB Radio Revenue Index of more than 100 markets.
"Radio’s sustained increase since March of this year is indicative of the medium’s resiliency and its unique ability to address advertisers’ needs at a moment’s notice," noted Gary Fries, President and Chief Executive Officer, RAB.
|RADIO ADVERTISING BUREAU INDEX OF RADIO REVENUE POOL NUMBERS|
|MAY 2002 vs.|
JAN. - MAY 2002.vs.
JAN. - MAY 2001
|Local Revenue||Local Revenue|
|All Markets||1%||All Markets||0%|
|Local Sales Index||133.1||Local Sales Index||133.2|
|National Revenue||National Revenue|
|All Markets||11%||All Markets||4%|
|National Sales Index||133.8||National Sales Index||132.4|
|Local & Nat'l Revenue||Local & Nat'l Revenue|
|All Markets||3%||All Markets||1%|
|Combined Sales Index||133.3||Combined Sales Index||133.0|
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.
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