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Non-spot radio revenue had double-digit gains of 16 percent in the second quarter and 12 percent in the first half of 2007, compared with the respective year-earlier periods, writes MarketingCharts (via B-to-B). Those revenues - the majority from online efforts - helped offset dips in other segments, helping to keep total radio spending essentially flat, the Radio Advertising Bureau (RAB) reported.
“The average monthly non-spot revenue growth rate for the last two years has been 10 percent,” said Jeff Haley, president and CEO of RAB. “At this rate, non-spot revenue will be over $1.5B for 2008 and approach $2B by the end of 2009.”
Non-spot dollars account for 7.2 percent of 2Q and 6.8 percent of 1HO7 revenue, underscoring the increasing importance of this revenue stream to radio’s bottom line, according to RAB.
“The majority of non-spot revenue is coming from stations’ online efforts, and we expect this to continue accelerating as more and more stations expand their online offerings,” Haley said.
Several advertiser categories - key spenders in the first half - outpaced overall radio spending growth in 2Q07, according to RAB.
MarketingCharts has more, here.
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