Do You Recognize Your Dollar Challenger?


Remember when you battled other local radio stations for the bigger share of an advertiser’s “radio dollars?”

How about that fighting for being the first pre-set button on a listener’s car stereo?

Times have changed for the radio industry’s owners and managers. In fact, you may not recognize the No. 1 competitor for ad dollars. Is it the MVPD in your market, like Comcast Xfinity or Altice USA’s Optimum or Charter’s Spectrum?

Perhaps its a mobile app, or even the local newspaper that has developed digital services in ways even your local TV stations haven’t.

Radio stations can’t create a winning strategy if they cannot understand the playing field, and fail to recognize their opponent in the Battle for Greenbacks.

Dr. Mark Fratrik

Mark Fratrik, VP and chief economist at BIA/Kelsey, has developed an analysis of today’s competitive landscape for radio, with details on who is including radio in their media buys and which brands are using local and national buys to reach consumers. Fratrik has also broken down the dynamics of some select markets with significant Hispanic populations, and he will share full details of his research at the Hispanic Radio Conference set for March 28-29 in Fort Lauderdale,

In his presentation, “Hispanic Radio: Do You Know the Rules of the New Media Marketplace?,” radio executives charged with building and keeping revenue can discover the key categories competing against them for dollars and ears. Most importantly, C-Suite executives now have a foundation on how to strategize around the competition.

Fratrik’s presentation will focus not only on the total advertising revenue generated by the overall Hispanic radio station segment, but on specific radio markets with significant Hispanic populations.

At BIA/Kelsey Fratrik is responsible for forecasting across all local media segments. He also manages BIA/Kelsey’s numerous proprietary databases, and conducts primary research on various trends as they affect the broadcasting and related communications industries.

Fratrik is also heavily involved in BIA/Kelsey’s strategic and financial consulting projects, conducting research and analysis for clients on matters related to the broadcasting, digital media, and related communications industries. Fratrik has researched and spoken at numerous conferences on the impact of the economy on the broadcasting industries, revenue trends, proposed and enacted regulatory changes, and new media technologies.


Click here to register for the Hispanic Radio Conference.


Hispanic Radio Conference
Hyatt Regency Pier Sixty-Six
Fort Lauderdale * March 28-29, 2017