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Thanks to Online, Non-Spot Radio Revenue a Bright Spot in '07

Non-spot radio revenue had double-digit gains of 16 percent in the 2Q07 and 12 percent in Q1, compared with respective year-earlier periods, writes MarketingCharts (via B-to-B).

Those revenues - mainly from online efforts - offset dips in other segments, keeping total radio spending flat, the Radio Advertising Bureau (RAB) reported.

rab-radio-revenue-2007-vs-2006.jpg

"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 revenues, underscoring the increasing importance of this revenue stream to Radio's bottom line, according to RAB.

rab-radio-non-spot-revenue-growth-2005-2009.jpg

"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.

Also, several advertiser categories - key spenders in the first half - outpaced overall radio spending growth in 2Q07, RAB said:

rab-radio-ad-top-growth-categories.jpg

MarketingCharts has more, here.

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