Is Radio Really Hotter Than Network TV?
Noted media ecologist Jack Myers has just released some eye-popping forecast data that serves as the hallmark of his “TomorrowToday 2017 Official Marketing/Advertising Spending Forecast.”
How’s this for a key takeway: Terrestrial radio’s growth rate will be higher than that for broadcast television networks — albeit slightly.
Still, it could be emblematic of a long-term trend that radio industry C-Suite professionals should give serious consideration to: Radio is in a much better predicament to retain a dollar drain to digital than any nationally distributed television network.
In fact, it’s not a good time to be an account executive at a cable television network, given the significantly slower growth between 2016 and 2020 in this sector, compared to AM and FM radio.