Radio Ad Slump Continues

january 8, 2004  10:26 am
Radio ad spending, which enjoyed a brief respite earlier this year, continued to slump in November, with a fall in local and national ad revenue compared to a year ago. And while radio companies said fourth-quarter revenues would be hurt by comparisons with 2002's political spending, that wasn't the story behind the 4 percent decline in overall advertising revenues in November 2003. National ad sales, which wouldn't be affected by political ad spending, dropped 6 percent during the month compared with November 2002. Local ad sales dropped by 4 percent. The data was released Tuesday by the Radio Advertising Bureau.