Most radio stations increase their NTR plans.

The Radio Advertising Bureau (RAB) has released the results from its 2005 Non-Traditional Revenue (NTR) Survey with 51 percent of participating Radio stations indicating that NTR has been a part of their strategy for over five years. The finding demonstrates a sustained effort in the Radio industry to grow revenue from non-traditional sources and activities. Moreover, 90 percent of the surveyed stations reported that their NTR efforts would increase in 2006.

The results of the survey also revealed that more Radio stations turn to NTR each year, with 14 percent indicating that they pursued NTR for the first time in 2005.

The Internet marketing space experienced the largest increase among surveyed Radio stations with a 12 percent jump in activity in 2005 over 2004. Event marketing continued to be the clear leader with 94 percent of stations currently engaged in that form of NTR. These two categories are also the areas of anticipated NTR growth among the Radio stations that participated in the survey.

For the first time, RAB included Sports Marketing in its survey. Over half of the participating stations reported that they are involved in some form of Sports Marketing. Nearly 40 percent plan to increase their Sports Marketing efforts this year.

With the growth potential of NTR, 70 percent of the surveyed stations plan to increase their investment in general NTR training for their sales departments, and 37 percent plan to increase training in Internet marketing.

To view study results CLICK below:

http://www.rab.com/public/research/ntrsurvey2005.cfm