Q4 Surge Represents Highest Quarterly Gain in 2 Years
Radio ended 2012 on a high note with Q4 revenue up 4% over
2011 comps, to $4.349B. This was the
highest growth recorded over the past eight quarters and since the strong
rebound gains registered throughout 2010.
Full-year spending was up for the third consecutive year and totaled
$16.482B (+1%).
“The resurgent Automotive industry and the closely-contested
Presidential political race provided the main impetus for 2012’s positive Spot
performance,” stated RAB’s President & CEO Erica Farber. “Our medium also enjoyed strong increases in
Q4 spending by advertisers in the key Communications and Financial Services.
“The continued stellar showing of the Digital sector – up
11% in Q4 and with an 8% edge over 2011 full year – underscores the fact that
the Radio industry is finding additional ways to monetize these streams and
that advertisers are taking advantage of new platforms to reach our listeners,”
Farber added.
Five categories have consistently represented radio’s
biggest spenders over the past six years.
This list – ranked on 2012 standing – indicates Automotive has regained
the high margin of dominance among radio’s top five it enjoyed in 2007-2008,
while the next four categories now contribute nearly equal:
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