November 20, 2023 by Anna McDonald
November 8, 2023 by Anna McDonald
A new Borrell benchmarking report prepared for the RAB reveals some important shifts in the mindset of local radio buyers which can play to public radio’s strengths. Here are some of the topline findings of the report:
“In 2020, many advertisers had hit pause on ad budgets for broadcast, print and outdoor media, but were spending more on digital marketing. In 2021, spending accelerated for both. When we surveyed 2,811 ad buyers, an altered mindset became apparent. We found:
So, how do these five findings bode well for public radio? Consider the following:
Source: Borrell Associates 10th Annual Benchmarking Report: Finally, A Digital Bounty – Radio’s Digital Sales Boom 33%, Special Report for RAB, February 2022
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