RAB: Radio Ad Sales See Uptick for 2Q2012

September 13, 2012

New York - Sep 13, 2012 - Radio experienced another quarter of growth across spot, digital and off-air sectors - up 1 percent for 2Q2012 and the first half of 2012. Digital continues to be radio's fastest growing sector - up 3 percent for the quarter and 7 percent for the half.

A number of advertiser categories significantly increased their spending. Automotive solidified its position as radio's leading revenue category, 17 percent ahead of second place communications. Rounding out radio's top 5 categories are restaurants, television/networks/cable providers and beverages.

Revenue Comparisons, 2012 vs. 2011 (in millions)
Revenue$ 2Q2012% Change$ FH2012% Change
Grand Total4,3601%7,8921%

Political advertisers also helped the bottom line in this key presidential and senatorial election year. Within the Miller Kaplan X Ray markets, political accounted for $15.2M for 2Q2012 and $22.5M year-to-date through June 2012.

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 and 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.??

Read the full report.

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