RAB: Off-Air Shows Significant Growth As Digital Also Continues Upward Pace
August 28, 2015 at 7:05 AM (PT)
Recent reports by NIELSEN and several radio broadcast companies have garnered a wave of positive press, reminding the ad community that radio is AMERICA’s premiere reach medium and packs a powerful sales impact -- positioning the medium to capitalize on this increased awareness among advertisers.
While radio revenue remains steady, it continues to make inroads with advertisers. In contrast, other traditional media revenues have been impacted by the rise of online, mobile and social platforms. For the First Half radio’s grand total of $8.2B held steady with FH 2014 performance (-1%).
Off-Air (NTR) grew an impressive 11% during the period and now represents 11% of total radio volume, up a percentage point from a year ago; in addition, Digital gained 2%. “Increased volume in Q2 by several of radio’s larger advertisers and key categories helped boost results significantly,” said RAB Pres./CEO ERICA FARBER. “This pacing, coupled with a positive outlook for the general U.S. economy, sets the tone for a stronger second half for radio sales.”
“There have been some shifts in ranking among the radio’s leading revenue categories that reflect changing consumer attitudes and buying habits, as well as other factors impacting their industries,” added FARBER.
The top 5 radio revenue categories:
“The usual list of categories make up radio’s 'Top 5' for the first half of 2015,” said FARBER. “And digging deeper, it’s interesting to note the number of online services in various categories that are making radio a part of their marketing strategy, tapping into radio’s unparalleled ability to reach and connect to consumers in a way no other medium can.”