Consistent with Q1
and first-half performance, Radio posted moderate 1% growth through the first
three quarters of 2012. Digital spending
was up 7% for the period, followed by a 2% gain in Off-Air; Spot was flat.
Third quarter revenue remained flat but Digital continues to
represent a bright spot -- up 8%.
“While on-air advertising represents the core of Radio’s
revenue stream, it’s most encouraging that advertisers are taking advantage of
expanding digital opportunities offered by stations,” stated Erica Farber, Radio
Advertising Bureau President and CEO.
“More marketers are tapping into the multi-platform aspects of Radio to
reach our active and highly engaged audiences.
These expanding platforms afford Radio broadcasters additional avenues
to bolster Radio’s growth.”
Growth in spending by domestic and import autos, national
grocery, clothing and big box retailers helped fuel revenue for the
quarter. “Radio’s Q3 and year to date
results reflect the American economic picture,” Farber said. “Categories that are rebounding based on
renewed consumer confidence have made Radio a greater part of their marketing
plans.”
Radio also received an influx of dollars based on hotly
contested political races -- up six-fold over 2011’s Q3 pre-primary race
spending.
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