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National Radio Ad Figures Stabilize in August

National Radio Ad Figures Stabilize in August

Radio advertising sales continued to hold during the month of August with national figures showing the first signs of possible stabilization. These figures do not reflect the effect of the September terrorist attacks and continuing wartime activities.
When compared with the same month a year ago, local revenues were off 4%, while national dollars held steady with July’s figure, down 14%. On a combined basis, local and national sales dropped 6%.
When viewed from a year-to-date perspective, local ad revenues were running only 3% behind the first eight months of 2000. On the other hand, national advertising fell 19%. Through August 2001, combined local and national sales were 7% slower than the previous year.