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August 13, 2015 2:39 pm  #1

Impact of digital on radio revenue

The cited U.S. study quantifies the impact of digital advertising on radio revenue - measuring ad dollars spent by agencies - not those spent by owner-managed businesses that drive the bulk of radio revenue at most stations.  

A quick, rudimentary, rough calculation estimates total digital impact (national plus local) on radio as well as Canadian radio revenue (e.g. determine a local figure by determining the factor by which national agency booked radio buys are "X" times the size of locally booked radio buys, add the national and local together, then take a tenth of that for Canada).  

In conversations with American broadcasters who've done so, their times-proven sales proposition reverses that impact, but there is no Canadian broadcaster doing such.  Granted, the figures are American, but telling.  

Last edited by Andy McNabb (August 13, 2015 3:08 pm)

Andy McNabb