National radio sales came surging back in 2010, according to Katz Radio Group, a national sales rep firm owned by Clear Channel Radio. Overall, national spot radio sales were up 17.7% in 2010 compared to 2009.
The Katz memo confirms earlier trends reported by the Radio Advertising Bureau, which identified national advertising as the top percentage growth area for radio, after digital. In the first nine months of 2010, total national ad sales increased 14% to $1.97 billion, according to the RAB, outpacing local -- long the mainstay of the radio business -- which edged up just 3% to $8.46 billion in the same period.
In dollar terms, that means national ad spending increased by about $242 million in the first nine months of 2010, per the RAB, compared to a $246 million increase for local ad spending.
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