Radio Rebounds With Early Buys According to the Radio Advertising Bureau (RAB), radio has rebounded with double-digit revenue gains in March as combined total local and national ad
sales figures jumped 10% over the same month a year ago. Indicators point to this positive growth trend continuing into second quarter and picking up momentum as the year rolls out.
"We are
seeing the beginning of Radio's recovery with the March revenue results," said Gary Fries, President and Chief Executive Officer, RAB. "Advertisers are starting to place buys earlier in the cycle,
which will help boost the national business, and local continues its forward momentum. Radio is well positioned for accelerated growth as the year unfolds."
Local dollars continued to retain the
lead in March, growing 11% over March of 2003. National revenue saw an increase of 5% for the month when compared to March of last year.
On a year-to-date basis, Radio revenues for 1st Quarter
2004 also reflected a healthy recovery. Combined total local and national revenue for 1st Quarter of this year rose 4% over the same time period in 2003. Year-to-date, the combined total local and
national sales index for 1st Quarter 2004 was 140.1; the local sales index for the Quarter was 139.1; and the national sales index was 141.6.
Radio Advertising Bureau Index Of Radio Revenue
Pool Numbers
March 2004 Vs.
March 2003 | Year-To-Date
1st Qtr. 2004 Vs.
1st Qtr. 2003 |
| Local Revenue | Local Revenue |
| All Markets | 11% | All Markets | 5% |
| Local Sales
Index | 138.7 | Local Sales Index | 139.1 |
| National Revenue | National Revenue |
| All Markets | 5% | All Markets | 1% |
| National Sales
Index | 139.4 | National Sales Index | 141.6 |
| Local & Nat'l Revenue | Local & Nat'l Revenue |
| All Markets | 10% | All Markets | 4% |
| Combined Sales
Index | 138.8 | Combined Sales Index | 140.1 |
Source: RAB The RAB Sales Index equates base year 1998 to 100.