The Center For Media Research gives Radio a shot in the arm and a push of enthusiasm with the latest research release...
"Our growth in this recovery is showing signs that Radios momentum is outpacing that of other
traditional media, says RAB President and CEO Jeff Haley. This gain underscores Radios
inherent strength with advertisers demonstrating renewed enthusiasm for spending in our
medium.
Spending levels in important Radio categories such as Automotive, Communications,
TV/Cable, Financial Services, Grocery, and Retail are all up significantly from what we saw a
year ago, states Haley. First quarters results prove that advertisers have found and, in many
instances, rediscovered Radio. With ever-expanding Digital and Off-Air vehicles adding to
Radios appeal to advertisers and marketers, this growth trend will continue to gain momentum.
Local and National Radio Leading Growth Categories (Q1 2010; $ in Millions) |
Category | $Q1 '10 | % Chg |
| Communications/Cellular/Public Utilities | 350.5 | 6% |
| Television/Networks/Cable Providers | 276.2 | 23% |
| Auto Dealers/Dealer Groups/Manufacturers/Rentals | 230.6 | 39% |
| Financial Services | 191.6 | 49% |
| Grocery/Convenience/Liquor Stores | 187.2 | 27% |
| Home Improvement | 31.0 | 18% |
Source: Miller, Kaplan, Arase & Co., May 2010 |
Communications/Cellular/Public Utilities, a strong category for Local and National Spot Radio throughout the past year, regains the top spot in Radio spending in Q1 '10, at $350.5M - an increase of 5.7% over a comparativelystrong showing in Q1 '09. Battling cellular services AT&T ($108.3M) and Verizon Wireless ($104.1M) dominate thesector, comprising approximately 61% of total spending.
Financial Services moves into Local and National Spot Radio's Top 5 this quarter with expendituresof $191.6M, up by nearly 50% from last year's Q1 spend of $129M (#7). An analysis of the top Q1 '10 Radio spenders finds a new order, with several smaller and/or regional banks moving into the top ranks:
- JPMorgan Chase emerges as the leading Financial Services category advertiser (was #2behind Citibank last year) increasing its Radio investment by 138%.
- Chase is also tied withCommunications advertiser MetroPCS as Radio's 6th largest spender overall for the quarter.
- Other major financial service accounts that added Radio dollars in Q1 are:
- PNC Bank (+59%, to $15.1M)
- Wells Fargo Bank (+53%, to $13.4M)
- Capital One (up nearly six-fold, to $11.4M)
- Fifth Third Bank (+75%, to$11.3M)
- Bank of the West (at $6.3M, from $604K)
- American Express with a $20.5M commitment versus just $24.9K last year
Despite an impressive 27% increase in spending, Groceries dropped to 6th place in overall Q1 Radio spending, at$187.2M. Top category spender Safeway ranks overall as Radio's 4th-largest Q1 advertiser at $60.5M, an increase of 63% over Q1 2009. Additionally onradio:
- Kroger Food Stores (+14%, to $27.7M)
- Supervalu (+4%, to $13.7M)
- Fresh & Easy Neighborhood Market ($7.5M, from $783K - up nearly nine-fold)
- Trader Joe's(+29%, to $7.1M)
- A&P Supermarkets (up six-fold, to $5.1M)
Insurance companies spending inRadio's #7 sector was flat at $139.1M, though the category is significant in that it is led by 5th-ranked Radio advertiser GEICO ($40.5M in Q1 2010). Increasing competition for low-rate automotive coverage appears to be a major factor in Radio sustaining dollars in this category:
- State Farm Insurance (+151%, to $26.9M)
- Progressive Insurance (+212%, to $11.1M)
- Safe Auto Insurance (+37%)
- Esurance (+51%, to $3.1M)
- Titan Auto Insurance ($3.2M, up from $3.7K last year)
Growing consumer optimism has generated a building boom for home fix-up retailers in the early months of 2010, andthe major players in the category have added to their Radio budgets as they compete to attract customers to their stores.Radio's revenue from Home Improvement advertisers grew 18% over Q1 '09 to $31M, with added spending by all four major players.