Second Consecutive Year of Growth for Radio

Radio’s Top Ad Categories Consistent Since 2007


New York, New York – February 17, 2012 – Radio marked its second consecutive year of growth in 2011, with full-year revenue finishing at $17.4 Billion, up 1%. Performance was based on Spot momentum through the first three quarters, a double-digit gain in Digital (+15%), and stronger showings in Off-Air (+7%) and Network (+3%).

The latter three sectors also excelled in Q4 – up 8%, 6%, and 5% respectively – offsetting Spot at -4% to produce Q4 comps of -2%.

According to Jeff Haley, RAB President and CEO, "The diversity of Radio's revenue mix helped our industry achieve a second consecutive year of growth since rebounding from the recession. Spending across Radio's top five categories has been consistent since 2007 and contributed greatly to Radio's revenue performance. Further, while Automotive remains dominant, the categories ranked #2 to #5 have grown closer to each other compared to 2007 levels and now represent a larger percent of the overall pie."

Representing a broad mix, Radio's 2011 leading spenders are derived from seven different categories:

"A year-end spending increase of 5% by three of the top five categories, combined with the contribution of Digital and Off-Air to Radio's bottom line, buoyed Radio during the uncertain environment that existed in 2011. We believe we are well-positioned for a continued positive trend through 2012," stated Haley.

"Radio's Digital gains signify our ability to capitalize on advertisers' growing reliance on connecting with consumers. Driven by Radio's mobility, local appeal and scale, broadcasters are finding more and more ways to generate the interactive experience expected in today's marketplace."

*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. Revenue data has been randomly verified since 2002. 

The lineup of markets/stations/networks 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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