Ad Revenues Slide for US Radio

09 January 2004

Ad revenues at America's radio broadcasters slipped 4% in November, according to new figures from the Radio Advertising Bureau.

Local stations, which bring in 80% of all radio advertising, fell 4% year-on-year, while national sales tumbled 6%.

The figures are unusual in that for much of 2003 national advertising was far more buoyant than local. Over the first eleven months of the year, the former increased 6% while the latter remained flat.

It is thought the radio ad market picked up again in December, and RAB president Gary Fries is confident about the year ahead.

"Radio will increase its revenue performance as we move into 2004," he predicted. "Consumer confidence is on the rise and radio will be an early recipient of advertisers' return to spending."

Data sourced from: (US); additional content by WARC staff