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National spot is returning to radio. With only two weeks to go in first quarter, national spot, representing about 20 percent of the business, is currently pacing up 19 percent, according to Katz Media Group, which represents all the major radio groups. Second quarter is also off to a strong start, pacing up 20 percent.
May, traditionally radio’s strongest month, is pacing up 23 percent. April is up 17 percent and June up 21 percent.
Although the increases are partially offset by easy comparisons to last year, the return of advertising to the medium is good news for the business and a caution to advertisers that have enjoyed placing campaigns at the last minute when the market was soft.
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