Radio advertising was anemic compared to other media for the first half of this year. Competitive Media Reporting states in its latest report that local radio advertising spending increased a slight 3.5% ($3.5 billion) and network radio grew 4.9% to $503 million, national spot radio fell 0.3% to $1.2 billion. All figures are compared to the first half of 2003.
When comparing the figures to other media, radio ad spending ranks second to last, behind outdoor.
Overall, total advertising for the first half of 2004 increased 9.1% to $67.6 billion compared to the same period a year ago.
Who's getting most of that money? Newspapers and network TV at $11.9 billion, representing a 7.5% rise and $11.2 billion, an increase of 8.3% respectively. Political advertising accounts for much of the increase, according to CMR.
Proctor and Gamble, General Motors and Time Warner were the three largest advertisers.