US radio revenue rose by 6% across the course of 2002, in a recovery that is described as ‘remarkable’ by the Radio Advertising Bureau (RAB).
According to figures just released by the RAB, national spend rose by 13% over 2001, whilst local was up by 4%. The Bureau says that the figures also represent a 98% recovery against 2000, radio’s highest growth year since 1985.
The full year figures come with the release of December’s data, which saw total spend rise by 9%, with national figures up 25% and local ad sales up 4%. This is slightly lower than November’s overall growth, which came in at 10% (see US Radio Revenue Growth Surge Continues In November).
Longer-term index To put the intermediate and long-term growth of the US radio industry into perspective, the RAB compares figures to sales in a base year – 1998 – which is indexed to 100.
For December, the national sales index was 126.8; the local index was 123.0 and the total was 124.2. On a year-to-date basis, the national sales index was 136.3; the local index was 135.5 and the total was 135.6.
| US December Radio Advertising Revenue Growth And Index Figures |
| |
|
|
|
| December 2002 vs December 2001 |
Calendar Year To Date |
| |
|
|
|
| Local Revenue |
 |
Local Revenue |
|
| All Markets |
4.0% |
All Markets |
4.0% |
| Local Sales Index |
123.0 |
Local Sales Index |
135.5 |
| |
|
|
|
| National Revenue |
 |
National Revenue |
 |
| All Markets |
25.0% |
All Markets |
13.0% |
| National Sales Index |
126.8 |
National Sales Index |
136.6 |
| |
|
|
|
| Local & National Revenue |
 |
Local & National Revenue |
 |
| All Markets |
9.0% |
All Markets |
6.0% |
| Combined Sales Index |
124.2 |
Combined Sales Index |
135.6 |
| |
|
|
|
| Source: US RAB, January 2003 |
“Radio has made a full recovery and continues to lead […] other media. The outlook for 2003 is more than promising for continued acceleration and growth,” says Gary Fries, president and CEO of the RAB.
