Borrell Associates on Thursday followed up its Tuesday webinar on local ad buying trends with a look at Media Advertising Effectiveness by rank for 2023.
Guess what? There’s good news for broadcast television … and somewhat decent news for over-the-air radio, too.
According to data from Borrell’s Fall 2023 survey of local ad buyers, social and SEM continue to top the list. But, so does broadcast TV.
In fact, broadcast TV is second only to search engine marketing when asked if the medium was not at all effective or just slightly effective. At the same time, broadcast TV is the third-most effective medium among those polled.
The story for Radio is hardly as bright. Some 22% of participants in the Borrell survey call AM/FM not at all effective or just slightly effective, while the very/extremely effective percentage came in at 34%.
Where does that put radio? Below mobile SMS/text, experiential marketing, website ads and even direct mail.
If there is any solace for broadcast radio, it is that cable TV’s overall score is lower.
Then there is streaming audio, which still has room for growth — and convincing local ad buyers that it is worth their investment.
