Analysis: Radio's Ad Market Slowdown
By AAN Staff
october 27, 2003 09:33 am
As the third-quarter revenues come in over the
next few weeks, the industry will be looking at
radio's performance to see whether the
anticipated recovery in the third and fourth
quarters will materialize. Analysts are increasingly
deciding that 2003 won't end as well as hoped
and are looking toward 2004 as the real recovery
year for radio. Bear Stearns said recently that it
was expecting radio to register either flat or slight
growth (1.5 percent) in the fourth quarter. It said
that national advertising, which had been the
driving force in the gains in radio revenues,
seems to be stalling. In early September, national
advertising was up 5 percent to 7 percent
compared to the same period a year ago but now
Bear Stearns said it's flat.