MarketingProfs

MediaBuyerPlanner: For the first month since January, radio ad spending rose, though only marginally, rising 1 percent, according to the Radio Advertising Bureau, Mediaweek writes. The increase is due mainly to increased demand from local advertisers, according to MediaPost. National sales fell 1 percent in May and are flat year-to-date, while local was up 1 percent.
This is the first time since the beginning of the year, too, that local advertising has increased; local has been down 2 percent consistently month over month since January. Of a station’s sales total, local revenue accounts for more – between 70 percent and 85 percent – than national-spot revenue.
Total radio revenue is down 1 percent year-to-date; local is down 2 percent and national is flat. Lack of demand, declining cost-per-points and a weak auto category make the outlook for the year not much rosier. Senior analyst for Wachovia Securities Marci Ryvicker predicts a 1 percent overall increase for June and for the year.