RAB Documents Radio's Resurgence; Auto Closes 2010 At #1

2010 Showed Growth

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
Communications/Cellular
Restaurants
Television/Networks/Cable Providers
Financial Services

"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: 

AT&T
VERIZON WIRELESS
MCDONALD'S
COMCAST CABLE
SAFEWAY
GEICO
JPMORGAN CHASE
TOYOTA DEALER ASSOCIATION
WALMART
CHRYSLER GROUP LLC

Political

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.

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