Analysis: Radio's Ad Market Slowdown

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.