The Radio Advertising Bureau (RAB) Ad Sales Index revealed that in the 1st quarter of 2006, nationwide dollars lead the Radio ad revenue totals with a 1% increase for March of 2006 in comparison to March 2005.
The revenue for the local market dropped by 2% over the same time period last year. All together the two combined dropped overall by 1% for the month of March this year versus last year's March.
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RADIO ADVERTISING BUREAU INDEX OF RADIO REVENUE POOL NUMBERS |
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MAR. 2006 vs. MAR. 2005 |
YEAR-TO-DATE JAN. - MAR. 2006 vs. JAN. - MAR. 2005 |
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Local Revenue |
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All Markets |
-2% |
All Markets |
-2% |
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Local Ad Sales Index |
140.1 |
Local Ad Sales Index |
138.5 |
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National Revenue |
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All Markets |
1% |
All Markets |
3% |
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National Ad Sales Index |
147.6 |
National Ad Sales Index |
151.5 |
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Local & Nat'l Revenue |
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All Markets |
-1% |
All Markets |
-1% |
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Combined Ad Sales Index |
141.5 |
Combined Ad Sales Index |
141.8 |
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Non-Spot Revenue |
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All Markets |
5% |
All Markets |
9% |
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Grand Total Revenue |
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All Markets |
-1% |
All Markets |
0% |
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RAB Sales Index April 2006 |
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I also found it interesting that figures nationally were up 3% for the 2006 1st quarter while the local revenue again declined by 2% for the same period last year. The totals represent over 150 markets.
This figures don't surprise me, especially the local ones. I think with the slowly growing local market search engines becoming known more and also being tremendously targeted, we are going to see a continuous erosion of local radio advertising.
With the ability to measure results greater with search, along with its local targeting strengths, this is a trend that should go on for years.
Gary, you said: "With the slowly growing local market search engines becoming known more and also being tremendously targeted, we are going to see a continuous erosion of local radio advertising." Genius - you hit the nail right on the head.
Posted by: Easton Ellsworth | May 13, 2006 10:58 AM | Permalink to Comment