Radio’s Q2 Performance is Down
After the latest reports coming in about the surge of online/digital listeners, not many people are surprised by the report recently released by the Radio Advertising Bureau indicating that Radio’s revenue is down in the second quarter. The RAB report shows that Radio’s second quarter revenue was moderate but down 3% from the same period last year based on diminished Spot activity. The report also shows that the 5% Spot decline is mitigated by gains from Off-Air and Digital sectors which were 13% and 9%, respectively. Erica Farber, President and CEO of Radio Advertising Bureau states, “Based on pacing and industry insights, we anticipated a relatively flat to down Q2.” Farber adds, “while we don’t forecast, a greater percentage of Radio’s total annual revenue historically comes through in the second half, and we’re anticipating that we’ll seed better results by the end of this year.” The following list of advertisers, courtesy of the Radio Advertising Bureau, shows the ‘Top 10 High Volume Spot Spenders” who, despite the down Spot activity, continue to consistently maintain a majority share of voice on the Radio airwaves: AT&T, Comcast XFinity, McDonald’s, T-Mobile, Verizon Wireless, Geico, Coca-Cola Company, PepsiCo, JPMorgan Chase and the Toyota Dealer Association.
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