Analyst: Radio's Biggest Advertisers Spent 4.4% Less In '05
March 23, 2006 at 6:17 AM (PT)
WACHOVIA analyst JIM BOYLE's review of MEDIA MONITORS, a division of RCS, advertising data (see NET NEWS 3/9) has produced another report on noteworthy trends among top radio ad categories in 2005. Notable findings from the latest report include:
-- The top 25 ad categories bought 15% more spots than the next 175 largest radio ad categories in major markets in 2005; however, the biggest spenders purchased 4.4% less spots in 2005 than the over 5,000,000 spots they paid for in 2004. Whereas the next 175 largest ad categories stayed flat with 4,220,000 spots bought in both years.
-- Auto (includes both foreign and domestic makers, along with auto services), the #1 category of radio advertisers, aired 1,070,000 spots in 2005, significantly ahead of Media with 720,000 spots (numbers rounded off to the nearest ten thousand).
-- After Auto and Media, the Top 10 looked like this: Financial (#3), Entertainment (#4), Restaurants & Night Clubs (#5), Pharmaceutical (#6), Healthcare (#7), Food & Beverage Retailers (#8), Telecom (#9), and Home Improvement/Hardware (#10).
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