Should Broadcast Media Be Concerned About CMO Tenure?


We all know what a CEO is.

Most broadcast media professionals and staffers also know what a CFO is, thanks to the vocalization of net revenue, net income, EBITDA and all of that fun Wall Street stuff on every quarterly earnings call with financial analysts.

But, do radio and TV executives, along with station staff, know what a CMO is? Perhaps they should, as the Chief Marketing Officer may be the one champion broadcast media needs at every Fortune 500 company.

In most cases, the CMO makes the final decision on where the dollars will flow for an advertising, marketing, branding or PR campaign.¬†However, winning over the CMO to AM and FM, and VHF and UHF, may be more difficult than ever. That’s because the average tenure of a CMO is shrinking.

What does this mean for radio and TV? The better question might be, “What does this mean for advertising?”

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