Radio Posts 5th Consecutive Growth Quarter in Q1 2011

Key Spot Categories, Digital and Off-Air Drive Gains


New York, New York - May 19, 2011 - Building on the trend established throughout 2010, Radio registered its fifth consecutive growth quarter with a 3% increase to $3.783B in Q1.

Propelling the momentum this quarter were strong performances in Digital (+21%), Off-Air (+9%) and key Spot categories: Automotive (+27%), Insurance (+20%), and Beverages (+32%).

"The consistent ad spending increases from advertisers in Radio's top 5 categories are significant," says Jeff Haley, RAB's President and CEO.

"This growth, indicative of confidence in Radio's platforms, is echoed across multiple categories and leading marketers like Communications giant AT & T, Quick Service Restaurant leader McDonalds and Supermarket titan Safeway."

"The double-digit gain in Radio's Digital sector reflects advertisers' growing interest in tapping the power of exciting interactive capabilities in providing a return path to enhance product and brand promotion and increase sales" stated Haley.

Radio's top five Q1 revenue categories based on Spot spending are:

  • Communications/Cellular: $338M
  • Auto Dealers/Dealer Groups/Manufacturers: $333M
  • Television/Networks/Cable Providers: $295M
  • Restaurants: $262M
  • Financial Services: $212M

A T & T, McDonalds and Comcast Cable top the list of Radio's top ten Spot Radio advertisers for Q1 2010:

  • AT&T – $122M
  • McDonald's – $85M
  • Comcast Cable –$84M
  • Safeway – $65M
  • Verizon Wireless – $54M
  • Chrysler LLC – $47M
  • MetroPCS – $46M
  • GEICO – $45M
  • Toyota Dealer Association – $38M
  • Fox Television Network – $38M

These diverse lists underscore Radio's importance to marketers in reaching their core target groups. Radio will continue to benefit as these advertisers respond to market changes and introduce new products and services to meet the challenges of today's economy.

*Spot Radio, Digital and Off-Air revenues are based on a pool of more than 100 markets as reported by the accounting firm of Miller, Kaplan, Arase & Co. and extrapolated to the entire U.S. Digital Revenue is comprised from activity generated by websites, Internet/web streaming and HD Radio including HD2 and HD3 stations. Network Revenue includes the top five Radio network companies. Non-Spot data has been collected and verified since January of 2002, and reported since September of 2004. The Radio Advertising Bureau serves more than 6,000 member Radio stations in the U.S. and over 1,000 member networks, representative firms, broadcast vendors, and international organizations. RAB leads and participates in educational, research, sales, and advocacy programs that promote and advance Radio as a primary advertising medium.


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