Off-Air, Digital Gains Bolster Spot and Network to Deliver Flat 2014 for Radio

Industry Benefits from Increases in Communications, Health Care
and Insurance Spending


New York, New York - February 20, 2015 - Radio ended Q4 and full year 2014 with revenues comparable to those reported at year-end 2013 and 2012. In addition, Radio’s Digital and Off-Air sectors delivered impressive growth rates throughout the year, which also saw slight dips in the Spot and Network sectors.

"Radio held its own in 2014 with Radio revenue remaining steady despite an economic climate which saw some businesses tightening their spending in Q4 due to reduced consumer confidence," said RAB’s President and CEO Erica Farber.

Farber noted that the increases in Digital revenue throughout the earlier year continued in Q4, and the year-over-year comparison was healthy versus double-digit gains for 2013 over 2012. "Digital revenue growth indicates that Radio is meeting marketers’ growing commitment to reach consumers via all digital ad channels, and this continued growth confirms Radio’s position as a true marketing partner," added Farber.

Radio’s Top 10 Advertisers in Q4 2014 (in rank order):

  • AT&T
  • Comcast Xfinity Cable Services
  • T-Mobile
  • McDonald’s
  • Verizon Wireless
  • MetroPCS
  • Toyota Dealer Association
  • Safeway
  • PepsiCo

Radio’s Top 10 Spot categories in 2014 were (in rank order):

  • Auto Dealers/Dealer Groups/Manufacturers/Rentals
  • Communications/Cellular
  • Financial Services
  • Health Care
  • Professional Services
  • Restaurants
  • Television/Networks/Cable Providers
  • Insurance Companies
  • Grocery/Convenience Stores
  • Education

Among Radio’s top Spot advertiser categories, #2-ranked Communications/Cellular was up 1% over full-year 2013 spending, as were #4 Health Care (+4%), #5 Professional Services (+4%), and #8 Insurance Companies (+3%). Top categories lowering their Radio volume in 2014 were #1 Auto Dealers/Dealer Groups/Manufacturers (-2%), #3 Financial Services (-9%), #6 Restaurants (-11%), #7 Television/ Networks/Cable Providers (-10%), #9 Grocery/Convenience Stores (-14%), and #10 Education (-6%).

*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 LLP 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 seven major Radio network companies. Revenue data has been randomly verified since 2002.

The lineup of markets/stations may vary from year to year.  Percent change is calculated on revenue adjusted to current year reporting.

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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