East leads national boost
Radio advertising revenues soared 18% in February, prompting Radio Advertising Bureau head Gary Fries to call the four-week period “as good a month as radio has ever had.”
The results, released Tuesday, represented the 78th straight month of revenue gains for the medium and boosted radio’s year-to-date increase to 16%.
February’s 18% total increase combines revenues from local advertisers, which increased radio spending 18% over the year-earlier period, and revenues from national advertisers, which increased 15%.
The West and Southeast regions led local-revenue gains, with 20% increases. The East led national gains, with sales rising a blistering 23%.
Summarized Fries, who recently re-upped as the trade organization’s public face for the next half-decade, “The growth of local sales in recent months has been dramatic and continues to bode well for another record-breaking year.”
RAB’s revenue index is based on data collected in a 100-plus markets by the accounting firms of Miller, Kaplan, Arase & Co. and Hungerford, Aldrin, Nichols and Carter.