Survey says: radio ad reps “annoying.”

Borrell Associates has released “2016 Local Advertising Survey,” and as CEO Gordon Borrell tells it, “The findings are remarkable. We found significant agitation among local advertising – more so than usual. Calls by ad-sales reps have jumped 66% in the past year alone. Advertisers are taking steps to curtail the annoyance.” Fifteen percent of respondents say they plan to spend more on advertising overall, but 40% plan to increase their digital budgets. While traditional media have taken a real drubbing from digital in recent years, the study found, according to Borrell, “One-third to more than half of advertisers believe traditional media complements their digital goals as well.” For the record, radio ranks number four among all media in planned increases (11%), trailing Internet (40%), mobile (17%), and direct mail (14%).

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