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Radio’s Non-Spot Revenue Continues Strong Growth Trend
with Double-Digit Gains in 2nd Quarter and First Half of 2007
“The average monthly non-spot revenue growth rate for the last two years has been 10%,” explained Jeff Haley, President and Chief Executive Officer of the Radio Advertising Bureau. “At this rate, non-spot revenue will be over $1.5B for 2008 and approach $2B by the end of 2009.” Projected Non-Spot Revenue Growth
Non-spot dollars represent 7.2% of 2nd Quarter revenue and 6.8% of first-half spending, underscoring the increasing importance of this revenue stream to Radio’s bottom line. “The majority of non-spot revenue is coming from stations’ online efforts, and we expect this to continue accelerating as more and more stations expand their online offerings,” Haley added. This reflects a recent JPMorgan report that states Internet Radio revenues are driving the non-traditional (non-spot) revenue lines of all of the (Radio) operators, and given the investment and focus of the operators, they will likely continue to drive that line item in the near term and over time. Radio Gets Vote from Political Advertisers Political spenders elected to place 26,330 units on Local Radio in first half 2007, increasing from 22,502 in same period 2005 -- a gain of 17%. Noted for localism and targetability, Radio is poised to capitalize on a major share of the $3 billion forecast to be spent now through November 2008. Source: Media Economy Newsletter 08/22/07 Citing Nielsen Monitor-Plus, Political Ad Units by Media Type (January-June 2007 vs. 2005) The RAB began reporting quarterly Radio revenue in dollar amounts with the 2007 results. The Radio Advertising Bureau serves more than 6,000 member Radio stations in the *Local and national revenues are based on a pool of more than 150 markets as reported by the accounting firm of Miller, Kaplan, Arase & Co. and extrapolated to the entire
Several advertiser categories outpaced Radio spending overall to boost Radio’s economy in the second quarter of 2007. These categories were also key spenders over the first half of the year: · Communications – CONTINUING TO RAISE THE BAR FOR RADIO as spending grew 17.0% in first half of 2007 vs. same period 2006. · Insurance – HAS GREAT RADIO COVERAGE with 2007 vs. 2006 Q2 spending gains of 13.7%, and a first-half gain of 1.9%. · Professional Services – WORKING FOR RADIO with a 7.3% increase in spending year-to-date vs. last year. · Concerts/Theaters/Movies – BUILDING BOX OFFICE FOR RADIO. Radio’s take was up 10.8% in first half 2007 over same period 2006. Radio’s Biggest Category Domestic Automotive
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If you have any questions, please email revenuereport@rab.com or call 212-681-7200. |