Radio Advertising Bureau

What Radio Advertising Bureau does

Radio Advertising Bureau (RAB) is a not-for-profit trade association founded in 1982 that serves as the primary industry body representing America's broadcast radio industry. Headquartered in Dallas, Texas with a secondary New York office, RAB operates on a membership-based model funded primarily by radio broadcasters and major broadcast groups including iHeartMedia, Audacy, CUMULUS MEDIA, Townsquare Media, Cox Media Group, and Bonneville International. The organization's core mission is to drive advertising revenue growth for member stations through advocacy, sales training, professional development, research, and software tools, while simultaneously educating advertisers and agencies about radio's effectiveness as an advertising medium.

RAB's product portfolio centers on the RAB.com membership platform and several software offerings. Account Manager CRM is a web-based account management application with real-time dashboards, forecasting, and order tracking, priced at $60/month for up to 5 sellers; it integrates with Microsoft Outlook and RAB's proprietary research databases. GoCart is a mobile-first e-commerce platform enabling stations to conduct auctions and sell mobile certificates at $1.05 per transaction. In 2026, RAB launched a four-tool AI Suite (ProspectingPro, Copywrite, AI Visibility Tool Kit, and Why Radio Assistant) that embeds generative AI into radio sales workflows. The organization also operates professional development certifications (RMP, CRMC, CDMC, CRMCCC), the Radio Mercury Awards, the ABX Scorecard benchmarking tool, and the One Voice for Radio initiative supporting Nielsen's 3-Minute Qualifier measurement modernization.

Revenue is generated through four streams: recurring membership dues from radio stations and groups, software subscriptions (Account Manager CRM and GoCart), recurring professional development certification programs, and one-time sales assessment bundles ($99 for members, $129 for non-members). RAB distributes all products through direct digital sales via RAB.com and operates primarily in a single domestic market (USA). The organization is led by President & CEO Mike Hulvey (joined April 2024 from Neuhoff Communications) and EVP/CFO Van Allen (30+ year tenure since 1993), supported by a leadership team of approximately 18-20 total staff across executive, digital services, marketing, membership, and professional development functions.

Name

Radio Advertising Bureau

Legal name

Radio Advertising Bureau

Website

https://rab.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

11–50 employees

Short description

Radio Advertising Bureau is a not-for-profit trade association founded in 1982 that serves America's broadcast radio industry through membership dues, CRM and e-commerce software subscriptions, professional development certifications, and AI-powered sales tools for radio stations and broadcast groups.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership Dues: RAB operates as a not-for-profit trade association representing America's broadcast radio industry. Membership fees support access to resources, training, and advocacy services
2. Software Subscriptions: Account Manager CRM and GoCart platforms generate recurring subscription revenue from radio stations
3. Professional Development Certifications: Revenue from certification programs including RMP, CRMC, CDMC, and CRMCCC courses
4. Sales Assessments: Executive Summary Sales assessment bundles sold to members for hiring and talent evaluation

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

RAB is a not-for-profit trade association representing America's broadcast radio industry, delivering membership-based services that include research, advocacy, professional sales training and certifications, software tools (Account Manager CRM, PROposal Assistant, GoCart), AI-powered sales and copywriting tools, audience measurement data via Nielsen Audio, and industry events such as the Radio Mercury Awards. Revenue is generated through membership dues, software subscriptions, certification fees, and training programs targeted at radio broadcasters and the advertising community.

Product overview

Radio Advertising Bureau (RAB) operates as a not-for-profit trade association providing a comprehensive platform of products and services for America's broadcast radio industry. The core offering is RAB.com, a membership portal delivering research, training, and sales tools. The product portfolio includes Account Manager CRM (account management and forecasting), PROposal Assistant (proposal generation), and GoCart (e-commerce). RAB recently launched an AI Tools Suite including ProspectingPro, Copywrite, AI Visibility Tool Kit, and Why Radio Assistant. Professional Development offerings encompass certification programs (RMP, CRMC, CDMC), live presentations, and on-demand webinars. Additional products include ABX Scorecard, Radio Mercury Awards, Radio Sales Today newsletter, This Is Radio research platform, One Voice for Radio measurement initiative, RAB Video Wall, and the National Radio Talent System. The platform integrates with PayPal and Authorize.net for payments, Microsoft Outlook for communications, and RAB's own research databases.

Differentiator

Problem solved

Functional benefit

Products and services

• Account Manager CRM Web-based account management and CRM solution for radio sales teams featuring real-time dashboards, projections, forecasting, order tracking, and integration with RAB research databases and Microsoft Outlook. Designed for radio station sales teams of up to 5 sellers per subscription, with additional seats available.
• GoCart E-Commerce Platform Mobile-first e-commerce platform that enables radio stations to sell merchandise, conduct auctions, and offer instant mobile certificates. Built for stations to monetize beyond traditional advertising with per-transaction pricing.
• RAB AI Tools Suite Suite of four AI-powered tools built for radio sales workflows: ProspectingPro for AI-driven prospecting, CopyWrite for AI-generated advertising scripts, Why Radio Assistant for persuasive radio-value content, and AI Visibility Tool Kit For Radio for marketplace visibility content.
• RAB Professional Development Sales training, certification, and assessment platform for radio sales professionals offering live presentations, on-demand webinars, industry-recognized certifications (RMP, CRMC, CDMC, CRMCCC), leadership training (LMC), and Executive Summary Sales assessments for hiring and talent evaluation.
• ABX Scorecard Advertising effectiveness benchmarking tool that allows brands to see and measure how national radio advertising performs against industry standards, supporting creative evaluation and ROI assessment.
• Radio Mercury Awards Annual industry awards program recognizing excellence in radio advertising creative, celebrating the best radio commercials and audio content produced for the medium.
• One Voice for Radio Industry initiative promoting the 3-Minute Qualifier transition in PPM markets and modernized audience measurement, providing resources and webinars to broadcasters to leverage updated listening behavior data.
• National Radio Talent System Talent recruitment and placement system connecting radio stations with broadcast professionals, supporting industry hiring and workforce development.

Quantifiable outcome

• Radio drives 48% of consumers to purchase, ahead of TV (44%), social media (38%), and video (26%)
• +8 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability6 records

Feature7 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Borrell AssociatescoreStrategic or Co-development Partner · 1 February 2026RAB partners with Borrell Associates annually to produce the Borrell Benchmarking Report on radio industry digital revenue. The 2026 report revealed radio's digital revenue reached $2.3 billion.
• QuuVN (Quu)minorStrategic or Co-development Partner · 1 November 2025QuuVN provides in-vehicle dashboard visual content that partners with radio advertising to enhance brand campaigns. RAB features case studies showing significant lifts when QuuVN visual content is combined with radio spots.
• Nielsen AudiocoreStrategic or Co-development Partner · 1 September 2024RAB works closely with Nielsen Audio on measurement modernization initiatives, including the 3-Minute Qualifier transition in PPM markets and the mSurvey methodology for diary markets. Nielsen provides the primary audience measurement data that underpins radio advertising valuation and planning.
• Katz AnalyticsminorStrategic or Co-development PartnerKatz Analytics conducts brand lift studies and effectiveness research that RAB uses to demonstrate radio's value to advertisers across multiple industry categories.
• Katz Radio GroupminorStrategic or Co-development PartnerKatz Radio Group produces industry research on radio advertising effectiveness including casino studies, banking studies, and auto aftermarket brand lift research.
• ANA (Association of National Advertisers)minorStrategic or Co-development PartnerThe ABX Sports Impact Index was launched at the ANA Masters of Marketing Conference, providing marketers with a tool to measure sports-related advertising impact across 19 countries.
• AudacyminorStrategic or Co-development PartnerAudacy provides meta-analysis data on audio media performance and partners on research studies including the State of Audio trends report and ritual studies.
• CUMULUS MEDIA / Westwood OneminorStrategic or Co-development PartnerCUMULUS Westwood One Audio Active Group provides research data for QuuVN in-vehicle content studies and audio advertising effectiveness research.
• Critical Mass MediaminorStrategic or Co-development PartnerCritical Mass Media conducts consumer research studies on radio's impact on social media engagement and radio supercharging social campaigns.
• Spotset Radio NetworkminorStrategic or Co-development PartnerSpotset Radio Network conducted urban radio and experiential marketing study measuring campaign effectiveness in high African American DMAs.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat6 records

Key highlights4 records

Customer concentration

• Xx.com/ukrab
• Facebookfacebook.com/65469354083
• LinkedInlinkedin.com/company/radio-advertising-bureau

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Radio Advertising Bureau