These Days, It’s Only Non-Spot Revenue That’s Up

Radio’s nontraditional revenue is about the only real bright spot for sales managers in recent months.
On-air ad sales lagged in April, dropping 5%, according to RAB, dragging total spot and non-spot dollars down 4% for the month. That grand total was helped only by non-spot revenue’s 8% increase. Local dollars were down 4% and national business was off 7%, all compared to the same month last year and adding up to the 4% grand total falloff for the month.
For the entire first third of the year 2006, U.S. commercial radio revenue is off 1% total, including spot and non-spot. Local is off 2%, national is flat. Non-spot is up 9% for the year.