Telecom, Auto Top Ad Categories For Radio

Telecom, Auto Top Ad Categories For Radio
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Telecommunications, automotive, media, retail and insurance sectors encompass the bulk of top spending radio advertisers in 1999, according to an Interep Research study released this week.
Last year, the Top-25 radio advertisers accounted for slightly less than one-quarter of all national radio billing, spending $677 million. Overall, the Top-25 companies increased their radio spending 9% over 1998, although almost one-third of these advertisers increased radio spending 25% or more.
Despite significant gains from "dot-com" advertisers last year, no "dot-com" companies ranked in the Top-25 spenders.
Airtouch Communications showed the largest increase in the percentage of its total media budget allocated to radio, jumping from 4.6% in 1998 to 21% in 1999.
- Laura Dely

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