National Spot Radio Accelerates Into Q4

It’s full speed ahead for national spot radio as the fourth quarter nears. So far, pacing for the quarter is up more than 50 percent compared to last year, driven by healthy increases in radio’s core business as well as a hot political season, according to Katz Media.

Based on business on the books as of Monday (Aug. 16), national spot is up 22 percent in September. Rates will also increase beginning in late August through election day when about 75 percent of all political will be placed, putting pressure on station inventory.  

All of radio’s top seven categories, with the exception of finance in third quarter, are up double-digits in both third and fourth quarters compared to a year ago. For fourth quarter, retail is pacing up 109 percent, finance up 21.5 percent, entertainment up 37.8 percent, auto up 55.6 percent, telecom up 65 percent, consumer products up 39.3 percent and professional services up 15.5 percent.

The biggest spenders in each category are listed below:

Retail: Safeway, Supervalu, Wal-Mart, Home Depot, Kohl’s, Lowe’s, Famous Footwear, TJ Maxx, Marshalls, JC Penney, Target.

Finance: Geico, JP Morgan/Chase, Allstate, PNC, American Express, Wells Fargo, Capital One, American Family, State Farm, SunTrust

Entertainment: Comcast, Sony, Fox, ESPN, Turner, Buena Vista, NBC

Auto: O’Reilly, Honda, Chevrolet, Mini, Volvo, Ford, Auto Traders, Toyota   Parts, GM, Hyundai, Lexus

Telecom: Verizon, AT&T, Clear Wireless, US Cellular, Cricket, Metro PCS

Consumer products: Boar’s Head, Palm Inc., Procter & Gamble, Kraft, GlaxoSmithKline, Bumble Bee, Unilever, Wright Bacon, Armour-Eckrich

Professional services: UPS, H&R Block, ACE Cash Express, Kaiser Permanente