Radio Sales Maintain Record-Breaking Pace

  • by June 29, 2000
Where is radio going? May 2000 radio sales figures indicate that last year's record revenue numbers will be easily eclipsed. May marked the 93rd straight month of revenue gains for the radio industry. The combined local and national ad sales soared 25% this May compared to last year's figures for the same month, with local revenues increasing 22% and national 38%.

On a year-to-date basis, local ad sales were up 18% and national revenues up 35% from last year. Through the first five months of 2000, combined local and national figures were 22% higher than in 1999. These calculations are based on the Radio Advertising Bureau RAB) radio revenue index of more than 100 markets, as reported by the accounting firms of Miller, Kaplan, Arase & CO. and Hungerford, Aldrin, Nichols and Carter.

Locally, Radio's outstanding performance during May was fueled by increase of 20% or more in four of the nations five regions, with the West's 27% gain leading the way. On the national side, West sales were up a staggering 49% for the month, while the Southwest region registered a 40% increase.



"Radio continues to post strong gains due to its ability to deliver targeted customers in all business sectors," according to Gary Fries, President & CEO of RAB. "As advertisers in all business categories switch mass appeal advertising to customer specific campaigns, radio is being recognized as a leading medium for getting results. Our involvement with the advertising community indicates no slowdown in pacing for growth in the 3rd and 4th quarters of 2000 and continued strength into the now emerging outlook for 2001."

Revenue Growth May 1999 - May 2000

Local: All Markets - 22% East - 21% Southeast - 21% Midwest - 20% Southwest - 18% West - 27%

National: All Markets - 38% East - 35% Southeast - 36% Midwest - 27% Southwest - 40% West - 49%

Local & National: All Markets - 25%

Revenue Growth Y-T-D Jan-May 1999 - Jan-May 2000

Local: All Markets - 18% East - 20% Southeast - 15% Midwest 17% Southwest 16% West 22%

National: All Markets - 25% East _39% Southeast - 26% Midwest _ 26% Southwest - 39% West 40%

Local & National: All Markets 22%

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