Survey says: radio underperforms in the digital space.

In the updated report, “Benchmarking Local Media’s Digital Revenue,” Borrell and Associates note, “The biggest change we’ve noticed, particularly this past year, is control of digital dollars.” The report goes on to say that in 2002, local media companies accounted for 75% of all digital advertising sold in local markets—mostly just banner advertising on media websites. Now, it’s down to 18%. As part of the 18%, radio gets a mere 1% of all digital dollars.

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