The first six months of the new millennium saw US radio advertising grow nationwide by 21 percent, according to the latest figures released by the New York-based Radio Advertising Bureau.
The largest growth, 31%, was recorded in national markets, while local sales grew by18%. Double-digit sales growth was enjoyed by all five regions of the country, both from national and local advertisers, with the East ahead of the rest with a 19% uplift in local adspend and 36% in national revenue.
The RAB survey measured only growth rates – actual revenues are not yet available for the first half – and was based on sampling over one hundred internal markets. However, the results bode well for the full year, building on the record spend of $17.6 billion posted in 1999.
News source: New York Times