Radio remains driven mostly by local dollars. So when the latest industry sales statistics came out from RAB this week showing national revenue was up 4% and non-spot revenue jumped 12% in February, that still wasn’t enough to overcome a drop of 3% in local dollars.
So the grand total for commercial radio revenue in February fell 1% overall – it was down 2%, if you don’t include the relatively new category of non-spot revenue – compared to the same month a year ago.
For the first two months of the year, non-spot revenue continues to grow; but our industry’s “grand total” statistic is flat for the year to date.
Revenue Off Despite ‘Healthy’ Climb in National Ad Spending
Revenue Off Despite 'Healthy' Climb in National Ad Spending
