Before we allow the newspaper industry to control how strong radio is, how about this report to help pour a little positivity on their radio-is-dead narrative — and this data comes from outside the radio industry. According to Standard Media Index, radio advertising spending increased 22% in February, compared to February 2015. That increase was higher than the increase in digital media’s performance, which was up 21%. By the way, newspaper spending was down 17%.
In all, U.S. ad expenditures were up 10% in February. Television was up 5%. Out-of-home advertising was up 10%. SMI captures 80% of total national U.S. agency spend exclusively from the booking systems of five of the six global media holding groups, as well as leading independents. Digital now makes up 27% of total ad spend, rising by 3 points in February compared to 2015.
Internet radio spending was up 63%, social media sites increased 49%, and video sites were up 43%. The top advertiser categories in February were prescription pharmaceuticals (49%), fast food restaurants (30%), and food, produce, and dairy (27%).