Kantar: Radio Ad Spending Up For Local, Down For National

Ad Sales Analysis

KANTAR MEDIA's latest analysis of advertising expenditures showed radio with "mixed results" for third quarter, with local sales up 0.4% but national spot radio off 8.5% and network radio down 23.7%, although the latter can partly be explained by KANTAR monitoring less radio programming.

Total advertising expenditures for the quarter fell 1.9% to $34 billion.  For the year to date, spending was up 0.7% to $102.5 billion.  TV took a hit from not having the OLYMPICS this year, with network off 17.9%, spot TV down 15%, and other segments, like cable and Spanish-language TV, showing "healthy gains."  Internet display ads were up 14.5%, while magazines showed overall increases of 5.5% but ad pages up just 0.3% and some other categories falling.   Newspapers were down across the board, with local expenditures off 3.2% and national down 6.4%.

Chief Research Officer JON SWALLEN said, "Comparisons against Q3 of 2012 are skewed by last year's record-breaking Summer Olympic and political campaign ad spending, which artificially boosted the market.  Remove that incremental money from the year-ago base and spending in Q3 2013 was up 2.5 to 3.0 percent. This is more indicative of how the ad market is currently performing."

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