Nonprofits Are Buying More Air Time

Governmental agencies, labor unions and nonprofit groups bought 41.7 percent more radio spots in 2010 than they did in 2009. They were the fifth-largest buyers of radio time last year, up from No. 10 in 2009.

“We have seen a shift where more and more and more government agencies are turning to media to get their point across—for example, urging people to get flu shots,” said Dwight Douglas, vice president for marketing at Media Monitors, the advertising research firm that compiled the figures.