Katz Media CEO Stu Olds Sees Strong National Sales Continuing Into 2011

Stu Olds

The deep and broad-based recovery that National Spot Radio revenues have experienced in 2010 is continuing into 2011 -- according to the latest client memo from KATZ MEDIA Pres./CEO STU OLDS. A key conclusion of OLDS’ OCTOBER note on the radio sales picture -- "Boosted by active political spending and strong category gains across the country, National Spot Radio revenue is up 20% year-to-date through OCTOBER 2010," with Q4 pacing up 36.9%.

OLDS goes on to tell KATZ clients that "These robust numbers are already carrying into 2011, with first-quarter pacing up 31.8% from 2010’s period."

Leading Q4 Advertisers

OLDS writes, "Based on current pacings, the largest spenders by category illustrate that the recovery in National Spot Radio is deep and broad-based across industries." The big spender by category:

Retail: SUPERVALU, SAFEWAY, ALDI, WAL-MART, TARGET, HOME DEPOT, JOSEPH A. BANK, KOHL’S, JCPENNEY, LOWE’S

Finance: GEICO, ALLSTATE, JP MORGAN, MASTERCARD, CAPITAL ONE, PNC, UNITED SERVICES AUTO ASSOC., NATIONWIDE, AMERICAN FAMILY, WELLS FARGO

Entertainment: COMCAST, FOX, TURNER, CALIFORNIA STATE LOTTERY, SONY, PARAMOUNT, HALF
PRICE BOOKS, SUPERMEDIA, AMERISTAR, NBC

Auto: DODGE, O’REILLY, GM, HONDA, AUTOTRADER, CHEVROLET, VOLVO, TOYOTA, JEEP, MERCEDES

Telecom: VERIZON, AT&T, TRACFONE, CLEAR WIRELESS, US CELLULAR, CRICKET, METRO PCS

Consumer Products: EASTMAN KODAK, PFIZER, PANERA BREAD, KIDDE, TRIBE MEDITERRANEAN
FOODS, BUFFALO WILD WINGS, WRIGHT BACON, NORTH FACE

Professional Services: KAISER PERMANENTE, NAVY FEDERAL CREDIT, PORTFOLIO MEDIA
MANAGEMENT, ACE CASH EXPRESS, UPS STORE

Broad-Based Recovery

"The 2010 advertising recovery in National Spot Radio has swept the country," continues OLDS. "All market groupings reflect significant pacings gains, with tracked market segments up double digits in many of the top 100 markets.

"Fourth-quarter pacing are up in NEW YORK (+30.5%): BOSTON (+13.8%); S.F. (+33.1%); HOUSTON (+25.2%); PHILADELPHIA (+29.0%); DETROIT (+25.4%); MIAMI (+64.8%); TAMPA (+71.4%); BALTIMORE (+40.1%); COLUMBUS (+38.0%); OK CITY (+32.7%); KNOXVILLE (+34.9%) and AKRON (+178.8%).

"Every region of the country reflects substantial pacings gains, well into double-digits. The WESTERN region continues to show strong pacings results, even as pacings in the NORTH CENTRAL region lead the country with a 47.1% gain. First-quarter 2011 pacings are showing very strong gains, led by the SOUTHEAST and WEST with increases topping 50%."

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