Creative Radio Considered "New Landscape" for Continued Growth According to the recent release from the Radio Advertising Bureau, the results of the 1st quarter data
indicate that Radio finished 1st Quarter of 2005 with total combined spot and non-spot dollars up 2% over the same time period from a year ago. National ad sales figures increased 3% 1st Quarter 2005
over 1st Quarter 2004. Non-spot revenue for 1st Quarter 2005 was the only area to experience a dip with a 2% drop.
Gary Fries, President and Chief Executive Officer of the RAB,
observed that "Radio is evolving at a rapid pace, both technologically and creatively. Growth should remain steady throughout the year, as the medium and its advertisers explore how to maximize
the advantages emerging from this new landscape."
As the Radio industry implements innovative advertising platforms and fresh, new programming formats, revenue for the medium took a
positive spin. Total combined local and national ad dollars climbed 3% for the month, and non-spot revenue remained flat. National ad dollars improved 5% this March over last March.
Sales indexes for March, 2005:
- Local 142.3
- National 146.0
- Total spot 142.8
Year-to-date
sales indexes for January through March 2005:
- Local 141.3
- National 146.5
- Total spot 142.9
Radio Advertising Bureau Index Of Radio Revenue Pool Numbers |
| Mar. 2005 Vs. Mar.2004 | | Year-To-Date
Jan. - Mar. 2005
Vs. Jan. - Mar. 2004 |
Local Revenue | | Local Revenue | |
All Markets | 3% | All
Markets | 2% |
Local Ad Sales Index
| 142.3 | Local Ad Sales Index | 141.3 |
National Revenue | | National Revenue | |
All Markets |
5% | All Markets | 3% |
National Ad Sales Index | 146.0 | National Ad Sales Index | 146.5 |
Local & Nat'l Revenue | | Local & Nat'l Revenue | |
All Markets | 3% | All Markets | 2% |
Combined Ad Sales Index | 142.8 | Combined Ad Sales Index | 142.9 |
Non-Spot Revenue | | Non-Spot Revenue |
|
All Markets | 0% | All Markets | -2% |
Grand Total Revenue | | Grand Total Revenue | |
All Markets | 3% | All Markets | 2% |
Source: Radio Advertising Bureau, April
2005 |