RAB Documents Radio's Resurgence; Auto Closes 2010 At #1
February 18, 2011 at 12:20 PM (PT)
Radio's consistent 2010 growth culminated with a year-over-year increase of 6% to $17.3 billion, reports THE RADIO ADVERTISING BUREAU.
"Coming off solid results through the first three quarters of 2010, Radio's 7% increase in Q4 and full-year gain of 6% cap the year on a strong note -- the best comparative figures we've seen in over a decade," said RAB Pres./CEO JEFF HALEY.
For the full year, spending in the Digital sector increased 24% and Spot revenue rose 6%. As anticipated, the key Automotive category regained the #1 rank for Spot spending, powered by 22% comp period increases for both Q4 and total year.
Radio's top-five categories ranked by 2010 full-year spending are:
Auto Dealers/Dealer Groups/Manufacturers
"Increases across multiple Radio categories are indicative of advertisers' confidence in the medium" added HALEY. "Radio's top-10 advertisers for 2010 spent over $2.6 billion and collectively increased their year-over-year spend by $309 million."
AT&T and VERIZON WIRELESS top the list of Radio's leading spot advertisers for the full year 2010:
TOYOTA DEALER ASSOCIATION
CHRYSLER GROUP LLC
Political proved to be an important category for Radio across all sectors. Within the MILLER KAPLAN markets, 2010 political spending for the year totaled $105.2M -- with spikes in the Q4 national election period accounting for 49% of the total year spending. Political candidate campaign spending led both Q4 and the full year -- $24.0M and $50.8M respectively.