Source: Radio Advertising Bureau (RAB) [pdf]
Notes: Increases in off-air (+16%) and digital (+9%) revenues were almost enough to offset decreases in spot (-3%) and network (-4%) revenues last year, as overall radio revenues slipped by 1% to slightly more than $17.5 billion, per the RAB. Auto dealers/dealer groups/manufacturers comprised the top-spending category, but cut spending by 2%. Four of the top 10 categories increased spending: #2 communications/cellular (+1%); #4 healthcare (+4%); #5 professional services (+4%); and #8 insurance companies (+3%). Meanwhile, AT&T ranked as the top-spending advertiser, followed by Comcast Xfinity Cable Services, T-Mobile, McDonald’s and Verizon Wireless.
About the Data: The RAB report describes its methodology as follows:
“Spot Radio, Digital and Off-Air revenues are based on a pool of more than 100 markets as reported by the accounting firm of Miller Kaplan Arase LLP and extrapolated to the entire US. Digital Revenue is comprised from activity generated by websites, Internet/web streaming and HD Radio including HD2 and HD3 stations. Network Revenue includes seven major Radio network companies. Revenue data has been randomly verified since 2002.
The lineup of markets/stations may vary from year to year. Percent change is calculated on revenue adjusted to current year reporting.”