And CEO Alfred Liggins made it a point to call out the burger chain, which has been one of Radio One’s biggest advertisers for many years. In the first quarter of 2017, McDonald’s spent $1 million across all Radio One stations. Liggins says McDonald’s changed agencies, changed their strategy to reach the urban audience using radio, and spent a fraction of that $1 million in Q1 2018.
Liggins said McDonald’s is not less committed to the audience, they are less committed to local radio and that Radio One would have had a strong Q1 if not for losing McDonald’s. While January was weak, off 4.3%, February was up 2% and March is pacing up single digits. Liggins, who is never afraid to be honest when things look bleak, did say he continues to be optimistic about Radio One’s ability to grow radio revenue this year.