The answer, based on the responses of some 1,130 local ad buyers surveyed during Fall 2024 by Borrell Associates, is a resounding “yes.”
Asked who possesses exceptional digital savvy, the response provides good news for those in radio advertising sales — and it comes after last week’s revelation by Borrell that Radio holds the top spot for marketing expertise.
With “exceptional” digital savvy, Broadcast TV wins — but ever so slightly over Radio.
Sales pro beware: those polled by Borrell Associates who said reps possessed zero digital experience saw Radio come in at 28%; Broadcast TV came in at 24%.
Thus, Radio’s digital growth story remains a work in progress, and progress is indeed being seen. For companies focused on direct mail solutions and traditional print media, deeper struggles to pivot advertising strategies persist.
To compare, Borrell’s January 30 report focused on “exceptional” marketing delivery is as follows:
