Sample and Hold: Advertising Q2 2011

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Second-quarter spending increases by advertisers are leading to strong gains in a number of leading advertising categories, including automotive (domestic), finance, retail and telecom.

The National Spot Radio Market is pacing up 1.4 percent in 2011's second quarter compared to the same period last year as five of the six market group segments are showing increases. In addition, early third-quarter pacing numbers are up more than 7 percent compared to the same period in 2010. That comes after a 4 percent decline in national ad spending in this year's first quarter.

Katz Media Group remains very optimistic about radio's outlook and long-term growth. Radio's incredibly strong daily reach, time spent with the medium, and overall ability to be America's companion offers advertisers the unique opportunity to reach engaged consumers. What's more, the radio industry has moved aggressively to expand into online, on-demand, mobile and digital broadcasts, offering broadcasting and online clients a greater ability to capture a larger share of advertising dollars in the digital space. Below are the largest individual advertisers within each core category for the second quarter.

RetailHome Depot, Wal-Mart, Supervalu, Safeway, Kohl's Staples, Jos A Bank
AutomotiveO'Reilly Auto Parts, Dodge, Jeep, Shell Oil, Chrysler, Chevron
FinanceGeico, Allstate, PNC Bank, JP Morgan Chase, American Family Insurance, Bank of America, Navy Federal Credit
Telecomm/UtilitiesVerizon, Comcast, US Cellular, AT&T, Tracfone Wireless, Frontier Communications, Cricket Communication, QWest
Consumer ProductsScotts, Boars Head, Central Garden and Pet Company, Carrier Bryant Heating and AC, Kellogg's
Professional ServicesKaiser Permanente, Portfolio Media Mgmt, LCA Vision, Horizon BCBS NJ, Dial Global
EntertainmentNBC, Fox, Sony Pictures, Spike TV, Half Price Books, USA

Source: Katz Media Group

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