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New Study: Radio to See Majority of Advertisers Increase or Maintain Spending in 2023

This places radio ahead of national or local TV and print media in terms of anticipated investment.

Maddy Troy

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New data from ad services and software company Mediaocean’s mid-year outlook reveals the position of radio in terms of projected ad spend for the current year.

Mediaocean conducted a survey across 23 countries, gathering responses from over 700 brand marketers, advertising agencies, tech companies, and media providers. The results show that 76% of the respondents expect to either increase (25%) or maintain (51%) their ad spend on radio in 2023.

This places radio ahead of national or local TV and print media in terms of anticipated investment. According to Mediaocean’s report, “Nearly all media channels have more respondents reporting plans to increase spend than decrease it. Considering our current macroeconomic climate and the uncertainty ahead, it’s encouraging that overall trends are skewing positively for the ad industry.”

The survey also indicates that despite the prevailing uncertainty, the top three essential media investments and advertising capabilities identified by respondents remain unchanged since Mediaocean’s previous survey conducted in October 2022.

These essential elements are performance-driven paid media, measurement and attribution capabilities, and brand advertising. The report highlights the stability in the industry, stating, “Direct response advertising and proving ROI remain top of mind for marketers…but it’s important to note that brand advertising was in the top three for the second survey in a row, as support for upper-funnel awareness is also critical.”

Creative testing and analysis have shown significant growth, moving from seventh to fourth place with a 27% increase. Mediaocean’s report suggests that this upward trend reflects advertisers’ increased focus on producing compelling content that resonates with their target audiences. The importance of creative as a key factor in improving campaign performance is becoming more evident.

Artificial intelligence (AI), specifically ChatGPT, tops the list of consumer trends closely watched by advertisers in 2023, mentioned by nearly 59% of the participants. The report acknowledges that generative AI tools are becoming essential resources for marketers seeking to optimize their content and engage their target audiences. The impact of ChatGPT is reshaping marketing strategies.

TikTok closely follows AI as the second most closely-watched consumer trend, mentioned by 57% of the respondents. Mediaocean notes that TikTok’s usage continues to grow, solidifying its position as a staple in media plans for many advertisers.

Reflecting on the year so far, the report concludes that “2023 has reinforced many patterns that started taking shape last year, and thrown a few curveballs. In advertising, as in life, change is the only constant, and while the past six months have brought more of the same in both respects, it appears that marketers have embraced solutions that are leading the change rather than feeling its impact.”

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Media Business

Curtis LeGeyt: NAB ‘Depend on AM’ Radio Campaign ‘Played Crucial Role’ in Support for Congressional Bill

“We are making significant progress, but our work is far from over.”

Barrett News Media

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A photo of Curtis LeGeyt
(Photo: Jay Mallin NAB)

The AM Radio for Every Vehicle Act continues to wait to be voted on by both houses of Congress. NAB President/CEO Curtis LeGeyt believes an initiative from the organization played a paramount role in garnering support for the legislation.

In a story authored by the executive for Radio Ink, he made the case that the “Depend on AM” campaign released by the organization was pivotal for Congressional support for the industry.

“The NAB’s Depend on AM campaign has played a crucial role in rallying this support. We’ve emphasized the importance of AM radio not just as a cultural, news and sports hub, but also as the resilient lifeline during emergencies, offering unmatched reach and reliability,” LeGeyt wrote. “This legislation ensures that AM radio remains accessible to all Americans, especially during public safety crises. We are making significant progress, but our work is far from over.”

Curtis LeGeyt claimed more than 250 members of the House of Representatives and 62 Senators have backed the bill that would require automakers to include AM radios in new and electric vehicle models or require manufacturers to inform customers the new model was not equipped with the band.

The NAB has been a vocal proponent of the bill’s passage, with LeGeyt testifying in front of Congress in support of the legislation.

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Media Business

Local News Becoming Less Prevalent on Radio, New RTDNA Study Shows

68.4% of locally-owned operations air local news updates, while 54.1% of non-locally owned outlets do the same.

Barrett News Media

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RTDNA logo

Local news has been a focal point for radio stations for decades. But that may be fading away, a new RTDNA study shows.

65% of commercial stations still air local news in 2024, down slightly from 66.2% in 2023. Non-commercial stations have dropped 12% points in the past two years, down to just 60.7% airing local news.

However, the disconnect appears to come from locally owned stations versus non-locally owned. 68.4% of locally-owned operations air local news updates, while 54.1% of non-locally owned outlets do the same.

Not only are there drops in the number of stations broadcasting local news, but the airtime those updates occupy has also shrunk, according to the RTDNA study.

“The biggest drop in average minutes came in large markets, suggesting that fewer all news or news/talk stations there filled out the Survey this year,” the study states. “Medium markets are down a bit; small markets dropped an average of over 20 minutes per weekday.”

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Media Business

YouTube Largest Podcast Discovery Platform By Wide Margin, Westwood One Study Shows

Not only is the Google-owned video platform the most used among podcast newcomers, but it also holds that distinction for heavy podcast consumers and longtime podcast listeners.

Barrett News Media

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A photo of the YouTube logo displayed on a phone

In the span of three years, YouTube has gone from the third most popular podcast discovery platform to the top spot, a Westwood One study suggests.

In a study of more than 600 weekly podcast listeners, 31% say YouTube is the most utilized podcast listening platform. 21% say they use Spotify most frequently, while 12% claimed Apple Podcasts was their go-to destination.

Not only is the Google-owned video platform the most used among podcast newcomers, but it also holds that distinction for heavy podcast consumers and longtime podcast listeners.

YouTube’s podcast listening profile is slightly more male-dominated and also younger than the typical Apple Podcasts audience, according to the results from Westwood One Audio Active Group.

Naturally, the majority of Apple and Spotify users utilize smartphones to access their favorite podcasts, while 38% of YouTube’s audience uses computers and televisions for their favorite shows.

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