Strong Q4 keeps radio in black for 2012


RAB / Radio Advertising Bureau
According to the latest Radio Advertising Bureau tally, radio revenues improved 4% during the fourth quarter of 2012, helping to secure a 1% gain for the full year. Digital was the smallest revenue category but at the same time it was the biggest gainer.

RAB’s Erica Farber stated, “The resurgent Automotive industry and the closely-contested Presidential political race provided the main impetus for 2012’s positive Spot performance. Our medium also enjoyed strong increases in Q4 spending by advertisers in the key Communications and Financial Services categories.”

Farber added, “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.”

Here are the results by income category for Q4 and the full year:

Revenue Q4 (000) Q4% 2012 (000) 2012%
Spot 3,750 4% 14,205 1%
Digital 206 11% 767 8%
Off-Air 393 -1% 1,510 1%
Total 4,349 4% 16,482 1%
Source: RAB, Miller Kaplan Arase    

The biggest gainers among advertising categories in Q4 included:
+17% Professional Services
+15% Communications
+15% Financial Services
+14% Home Furnishings/Floor Coverings
+ 9%Concerts/Theater/Movies

RBR-TVBR observation: It is nice to see a number with angles in it on the Q4 bottom percentage line. As for that straight line used for form numeral 1 at the bottom of the full year chart, at least it doesn’t have a minus in front of it. At some point we expect radio will take advantage of soft comps and throw some bigger numbers around – maybe 2013 will be the year.