Wednesday, February 22, 2012 | Edited by Daniel Moores
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Radio Ads Are Coming Back, and the Presidential Run Will Help

Radio advertising, badly hit by the recession, is bouncing back.

According to a report released Friday by the Radio Advertising Bureau, revenue from radio advertising last year was $17.4 billion, up 1 percent from the year before.

It was the second year of growth for the industry, after three down years. Spending in 2010 was $17.3 billion, up 6 percent from the year before. But the market is still down 18 percent from 2007, when ad revenue was $21.3 billion, according to the advertising bureau, whose data is collected by the accounting firm Miller, Kaplan, Arase & Company.

Jeff Haley, the bureau's chief executive, said that radio's ad market has been helped by an aggressive pursuit of national ads by major broadcasters like Clear Channel Communications and CBS Radio. It was also helped, he said, by big events like Clear Channel's iHeartRadio festival in Las Vegas last year -- featuring Lady Gaga, Coldplay, Sting, the Black Eyed Peas and other stars -- which attracted national advertisers.

Radio also expects to benefit from campaign spending this year, including spots paid for by "super PACs" supporting the presidential candidates. The advertising bureau's report cites projections from PQ Media, a research firm, that campaign spending in 2012 across all media will exceed $5.6 billion; during the 2010 midterm campaigns, radio received 7 percent of total political spending, according to PQ Media.

"We all suffered some pretty drastic declines, but radio has jumped back pretty well," Mr. Haley said. "But like everybody else we'll benefit from the compression of inventory from the Olympics and political expenditures, and it looks like we'll have an unprecedented growth streak for the radio business."

(Source: The New York Times, 02/20/12)



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