The Radio industry continued to set its sights on another record-breaking year of ad revenues, as sales for the month of November grew 3%. When compared to the same month in 1999, local numbers were up 4%, while national revenues showed no change.
Through the first 11 months of 2000, local advertising sales were still running 13% ahead of last year. From a national perspective, ad totals were 14% higher than 1999. Overall, year-to-date sales were 13% better than last year's previous record-setting pace. These calculations are based on the Radio Advertising Bureau (RAB) Radio revenue index of more than 100 markets.
In bringing the industry a step closer to another new standard for ad sales, November marked the 99th straight month of revenue gains for Radio.
"Radio continues to be stable in this time of economic slowdown," noted Gary Fries, President & CEO, RAB. "While the current climate will have an affect on all advertising media, it is apparent that Radio will ride the top of the wave."
The accounting firms of Miller, Kaplan, Arase & Co., and Hungerford, Aldrin, Nichols and Carter provide the local and national revenue data on the more than 100 markets RAB uses to calculate its revenue index.