According to the ongoing RAB Revenue Survey conducted by Miller, Kaplan, radio was up 1% for the first three quarters of this year—comprising a 7% gain for digital, 2% for off-air, and flat performance for spot radio. Taking the third quarter by itself, overall revenue was flat, but digital was up 8%.
RAB President/CEO Erica Farber commented, “While on-air advertising represents the core of radio’s revenue stream, it is most encouraging that advertisers are taking advantage of expanding digital opportunities offered by stations. More marketers are tapping into the multi-platform aspect of radio to reach our active and highly-engaged audiences.”
Farber also said that radio’s performance results “reflect the American economic picture. Categories that are rebounding based on renewed consumer confidence have made radio a greater part of their marketing plans.”