November 29, 2015

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Full-Year, December 2001 Radio Revenues
Orlando, Florida – February 7, 2002 – The Radio industry concluded 2001 off 7% in total ad sales. National figures for the year dropped 19% while Local numbers were more stable, off just 4%. At this time, Network figures for 2001 are estimated to be down 9%.

The official announcement came from Radio Advertising Bureau (RAB) President and Chief Executive Officer, Gary Fries during his semi-annual State of the Industry speech, delivered this morning prior to the opening keynote of RAB2002, the RAB’s Sales Management & Leadership Conference in Orlando.

For the month of December 2001, Local numbers were down 3% and National dropped 15%, for a combined total off 6% when compared to the same month last year.

Revenue figures for 4th Quarter 2001 showed Local off 5% and National down 16%, for a combined total of –7%.

“Even though the economy is tough and uncertain, it presents opportunity for the Radio industry,” Fries noted. “Advertisers’ reliance on Radio has increased over the past year as our clients tap into the relationship we have with listeners. By forging partnerships with our clients, we have been able to offer them a way to reach and influence consumers. Radio is well-positioned for positive growth in 2002.”

To put the intermediate and long-term growth of the Radio industry into proper perspective, RAB has introduced an index that equates base year 1998 to 100. The index works similar to the Consumer Price Index so that the information can be monitored on a monthly basis. The Local Sales Index for December 2001 is 117.8; National is 101.4 for a combined total of 113.9. Looking at the entire year, the Local Sales for 2001 is 123.9 and National is 111.4, for a combined total of 122.0.

These monthly totals are based on the RAB Radio Revenue Index of more than 100 markets. The accounting firm of Miller, Kaplan, Arase & Co. provides the local and national revenue data on the more than 100 markets RAB uses to calculate its Revenue Index.

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