RAB: Ad Revenue Up 1% In First Nine Months Of 2012
November 16, 2012

The Radio Advertising Bureau (RAB) reports that while radio ad revenue was essentially flat in Q3 2012, for the first nine months of the year it was up slightly over the first three-quarters of 2011. In the third quarter, spot revenue was flat at $3.648 billion and off-air revenue was flat at $388 million, but digital revenue grew eight percent to $205 million. Overall ad revenue for the quarter was flat at $4.241 billion.

For the first nine months of 2012, spot revenue has been essentially flat at $10.455 billion, while digital grew seven percent to $561 million and off-air revenue is up by two percent to almost $1.12 billion. Total radio ad revenue so far in 2012 is up by one percent at $12.133 billion. 

"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, RAB President/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 automobiles, 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 increase in ad dollars based on this year's election season, with the RAB reporting that spending was up six-fold over Q3 2011, due to pre-primary race spending.

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Mark Adams
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