Radio rides wave of ad revenue gains

March sales up 13%

NEW YORK — Marking radio’s 79th consecutive month of ad-revenue gains, the Radio Advertising Bureau announced last week that March sales were 13% greater than in the year-earlier frame.

March’s contribution brought the first quarter’s total gain to 15%, based on the RAB’s revenue index of more than 100 U.S. markets.

The RAB, with more than 5,000 member stations, networks and sales organizations, is the sales and marketing arm of the radio industry. The accounting firms Miller, Kaplan, Arase & Co. and Hungerford, Aldrin, Nichols and Carter help the RAB compute its index.

For March, the 13% total gain consisted of a 13% increase in local ad sales and a 10% gain in national ad sales.

The RAB said all five regions of the country posted double-digit local gains, paced by a 17% increase in the Southeast and a 14% boost in the West.

The national gains were led by a 15% increase in the East and a 12% gain in the West.