Radio Shows Double-Digit Growth in Digital Revenue for Q3

The Radio Advertising Bureau (RAB), the radio industry’s advertising advocacy group serving more than 6,000 member Radio stations across the U.S., announced today that the Radio industry continues to build its digital profile as Digital revenue in Q3 showed growth of 11% over last year. In addition, despite a flat national advertising market across media, total Radio ad revenues showed signs of rebounding with improving trends over Q2 performance (-2% vs. -3%) – and Off-Air revenue posted a 14% gain, for its fourth consecutive quarter of double-digit growth.

Year-to-date through September changes for Spot and Network were identical to their Q3 showings
(-3% and -4%, respectively).

"The increasing strength of Radio’s digital platforms becomes more evident every quarter as advertisers recognize the unparalleled benefits of reaching Radio’s dedicated audiences on every device and platform they are using,” said Erica Farber, President and CEO of the Radio Advertising Bureau. “In addition, the growth in off-air opportunities for advertisers is a clear indication that Radio is focused on continuing to deliver more innovative solutions to help them reach their consumers."

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"As radio broadcasters continue their focus on reaching consumers and enhancing advertiser ROI through broadcast, digital platforms and new off-air opportunities, advertisers are recognizing that the best way to communicate with consumers and build brands has evolved far beyond simply running a Spot schedule on-air,” Farber continued. “On-air personality involvements, events, station websites and other digital options continue to generate support, use and results among major brand marketers as well as local businesses.