Radio grows slightly in Q3


RAB / Radio Advertising BureauWhen it comes to revenues, up is better than down, and for radio Q3 2013 was an up quarter – even if it was only a 1% gain. The fly in the ointment was national, which dropped while digital was soaring.

The key category is local and it was on par with total revenue, gaining 1% to $3.684B in revenue.

YTD, 2013 is on par with 2012, and so is local – it reads as a pair of flats on the latest revenue results chart.

Here are the latest RAB/MKA results:

Revenue $Q3 ’13 % Chg $YTD ’13 % Chg
Spot 3,684 1% 10,428 flat
Network 275 -11% 828 -7%
Digital 244 19% 645 15%
Off-Air 401 3% 1,146 35
Grand Total 4,604 1% 13,047 flat
Source: RAB,   Miller Kaplan Arase LLP

RAB’s Eric Farber noted, “The momentum we saw building at the end of Q2 has definitely translated into a positive Q3 for Radio in many of our Top 10 advertiser categories, led by Communications/Cellular with a healthy 24% increase. Among key categories, Automotive, Professional Services, Health Care, Home Furnishings, all showed substantial increases, as well. Increases from these diverse ad categories illustrate Radio’s cross-platform strength to drive traffic and sales – for large corporations to Main Street businesses.”

“Automotive regained the top category ranking in Q3 but Communications remains as a strong #2 in the field,” added Farber. “We’re looking for the holiday season and year-end selling efforts to provide additional momentum to end the year on a positive track.”

The Concerts/Theater/Movies category, which RAB ranks 10th among radio’s clients, provided explosive growth during the quarter, spending 40% more than it did last year. #11 Casinos/Lotteries and #13 Professional Services were also big gainers, each rising 29% YOY, and #2 Communications/Cellular was up 24%.

Radio’s top 10 spenders:
1. Comcast Xfinity Cable Service +7%
2. AT&T +56%
3. T-Mobile +62%
4. McDonald’s -7%
5. GEICO +11%
6. Verizon -10%
7. Safeway +10%
8. Ford Dealer Association +14%
9. Toyota Dealer Association -11%
10. Walmart +6%