Although Radio Advertising remains a solid part of advertising budgets in 2017, local advertising spend on online marketing is continuing to grow. According to a new article on the RAB (Radio Advertising Burea) blog, digital spend is predicted to surpass print media by 2018. However, radio does continue to be an important medium especially for local advertisers due to the exposure to captive audiences during commutes as well as the growth of streaming content from desktops and smart phones.
In the article entitled “Radio’s Place in the New Local Media Advertising Marketplace”, the author states that “According to the recently published 2017 BIA/Kelsey U.S Local Advertising Forecast, which provides a five year national forecast and 12 individual media forecasts, radio does reasonably well”. And the article summarizes by stating, “radio’s position in the local advertising marketplace continues to be solid. The growing influence of online/digital advertising opportunities will prompt radio to be flexible and be broad in the types of services that they offer and focus on new and distinct offerings that increase digital revenue opportunities.”