So How Much Digital Revenue Is Radio Really Getting?

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Borrell says the average radio station in the U.S. made $216,816 in digital ad revenue in 2016. The average four-station cluster made $1,061,690. Small-market stations (101 to 513) grew nicely over 2015, up 54% compared to only 8% growth in larger markets. Some large-market groups reported flat or lower digital revenue last year, and here’s why Borrell believes that happened…

The new Borrell study states that larger markets did not grow because they built up their digital operations faster and saturated their customer base. “They’ve sold all the digital advertising they can to their existing radio customers and have not added digital-only sales reps to reach a broader base of customers. Borrell says radio continues to struggle against in-market competitors because its core product – music and talk programming – hasn’t been as leverageable as the news and advertising content that newspapers and TV stations own. The ones that get larger market shares are aggressive sellers of digital services in smaller markets.

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