Feb

Radio Advertising Shows Growth in 2010

Anthony Wayne Category

media

radio advertising sales

ON THE AIR: Radio advertising showed 17% growth in 2010.

The radio industry had a great year in 2010 thanks to a bounceback from auto advertising and a strong political season. National spot radio saw 17.7% growth in 2010 versus 2009 with auto leading the way with a whopping 27.4% increase. Quarter 1, 2011, however, is really impressive as it is pacing at over 70% increase over quarter 1 in 2010.

RADIO SALES BY CATEGORY 2010 vs. 2009

Categories	2010 Total Year	Q1 2011 Pacings
Auto	+27.4%	+73.4%
Finance	-1.2%	+6.9%
Telecomm	+21.3%	-18.8%
Retail	+18.2%	-16.4%
Consumer Products	+19.9%	+9.1%
Entertainment	+9.7%	-26.4%
Prof. Services	+24.3%	+7.4%

As for regionality, most of the country showed growth of 20% in radio advertising sales in 2010 vs. 2009 with the exception of the West which grew by only 9%.

RADIO SALES BY REGION 2010 vs. 2009

By Region	2010 Total Year	Q1 2011 Pacing
North Central	+18.9%	+9.1%
Northeast	+17.2%	-9.6%
South Central	+18.9%	+1.5%
Southeast	+20.3%	+7.4%
West	+9.2%	-11.2%

Radio is a major target market for Advanced Telecom Services. It supplies its MatchLink online dating solution and its 84444.com text message marketing solution to radio stations.

Its Advanced Mobile division provides mobile marketing to auto dealers through its Cars2Go product.