Could traditional AM and FM radio be poised for a bit of a bump in interest from local ad buyers as the second half of 2023 commences?
That’s the indication from data released on Thursday by Borrell Associates.
Borrell’s latest “Chart of the Week” offers a glimpse at Spring 2023 local ad buyer survey responses, and those participating in the study were asked what media they were favoring this year.
While Social Media and SEM still dominate, some 7% of local ad buyers say they are planning to increase spending on Radio.
Better yet, some 5% say they plan to start buying Radio.
That local activity could help AM and FM radio overcome continued National weakness, and shows that Radio is a preferred media choice over the sizzling-hot Streaming Video/OTT.
Furthermore, local ad buyers seem to prefer Radio over OOH, while Cable TV is among the lowest of the preferred choices — although there is growth potential there, too.
Some 2,318 local advertisers and agencies participated in the study.
