Radio posted its third consecutive Q1 increase in 2012 with a 1% rise to $3.814B. Surges in Digital (+10%) and Network (+8%) and a significant increase in Off-Air (+3%) combined with a stable Spot sector, led to the positive results.
“Q1 2012 results confirm that Radio commands a solid position in brands’ total marketing plans,” stated Erica Farber, RAB President and CEO. “While advertisers continue to capitalize on Radio’s Spot and Network efficiencies, they’re increasingly utilizing local digital capabilities and audience engagement that this medium affords.”
Growth from a diverse group of categories and advertisers contributed to the Q1 increases. “Radio continues to benefit from new advertisers beyond the traditional top tier,” stated Farber. “Advertisers using Radio to sell products and promote program tune-in have consistently enhanced their Radio presence. These increases confirm Radio’s ability to drive sales and brand awareness.”
The top ten Spot Radio advertisers for Q1 2012 in order: ·
- Comcast Xfinity Cable – $89.7M
- McDonald’s – $87.6M
- Safeway – $59.3M
- Verizon Wireless – $48.5M
- GEICO – $46M
- AT&T – $45.5M
- T-Mobile – $42.2M
- Toyota Dealer Association – $41.7M
- Fox TV Network – $39.6M
- Honda Dealer Association – $32M
Political advertising is playing an important role in Radio’s 2012 revenue growth. The RAB has partnered with PQ Media to provide the industry with a deep-dive view of the political sector and its impact on Radio.