Radio ad revenue flat in third quarter

Third quarter ad revenue data is starting to come in, and the early verdict is this: Things didn't improve from second quarter.

Though radio, the first major medium to report third-quarter data, did not see gains during the three-month period ended in September, it also did not fall.

Year to date radio is up 1 percent, according to new numbers from the Radio Advertising Bureau.

That comes after a disappointing second quarter when ad spending on all media was up only 0.9 percent, according to Kantar Media.

Radio’s only gains during third quarter came from digital, which was up 8 percent. The category has grown 7 percent year to date.

Local spot was once again flat in third quarter, as it has been all year. And off-air advertising was flat in third quarter, though it is up 2 percent year to date.

Several key radio categories, including communications/cellular, financial services, insurance companies and restaurants, all saw decreased activity during third quarter.

Domestic and foreign auto, national grocery, clothing and big-box retailers were all up, as was political.

Comcast, McDonald’s and AT&T were the top individual advertisers during third quarter.

For a more detailed breakdown, click here.

Tags: ad spending, advertisers, advertising, auto, communications, kantar media, local ad spending, local radio advertising, media, political, rab, radio, radio ad spending, radio advertising, Radio Advertising Bureau, spot