Radio Revenue Uptick Continues in Q2 and First Half 2011

Deep Growth Seen Across Categories, Digital, Off-Air and Network


New York, New York - August 19, 2011 - Radio delivered its sixth consecutive quarterly uptrend with a 1% increase to $4.581B in Q2. First Half was up 2%, to $8.364B. Results for the quarter were buoyed by Digital (+18%), Off-Air (+5%) and Network (+3%), as was performance for the half: Digital (+19%), Off-Air (+7%) and Network (+2%).

Growth in Radio’s sectors for First Half 2011 was through key Automotive, Television/Network/ Cable Providers and Retail categories. Advertisers within the second tier categories - Insurance Companies, Financial and Beverages - bolstered Radio’s revenue with significant increases for the quarter and first six months of 2011:

Q2 2011 First Half 2011
  • Insurance Companies
  • $187M (+29%) $399M (+23%)
  • Financial
  • $296M (+11%) $567M (+4%)
  • Beverages
  • $297M (+10%) $430M (+14%)

    "It’s clear that the diversified revenue mix radio broadcasters have created is paying off in a static spot environment," states Jeff Haley, RAB's President and CEO.

    "Contrary to what you might think regarding recent market woes, many of the nation’s largest marketers are forecasting increases in media expenditures through the end of 2011. Companies like P&G, AT&T and Coca-Cola have all reported upcoming campaign support for various products and Fiat is reintroducing its vehicles to the U.S. – all which could mean more revenue for Radio. This should inspire us to dig in to capitalize on these opportunities to strengthen our bottom line as we close out 2011."

    Radio’s top five Radio revenue categories (based on Spot spending) for Second Quarter 2011 are:

    Communications/Cellular $341M
    Auto Dealers/Dealer Groups/Manufacturers $330M
    Restaurants $317M
    Television/Networks/Cable Providers $305M
    Beverages $270M

    "These categories continue to maintain a major presence within Radio. Commitment from these categories proves Radio’s important role within the marketing plan and its ability to influence and drive purchaser behavior," stated Haley.

    Comcast Cable takes the lead among Spot Radio advertisers for Q2 2011:

    *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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