Study Shows Broadcast Radio Continues Focus on Digital Opportunities
Digital Revenue Grew 13.4% in 2017, Forecast for 2018 Even Higher
New York, NY – February 7, 2018 — Radio stations rapidly expanded their digital offerings in 2017 to complement and help drive their over-the-air advertising packages, driving digital revenue 13.4% higher last year, according to research released today by the Radio Advertising Bureau and ad-tracking firm Borrell Associates Inc.
The report shows that 85% of radio advertisers are also buying some form of digital advertising, and that three-quarters of them are buying digital and radio together. Moreover, the report shows that digital ad revenue now accounts for 7.5% of the average station’s ad revenues, up from 6.3% last year.
The findings are a part of the 6th annual RAB-Borrell report, “Benchmarking Local Radio Stations’ Online Revenues,” being released today. The report analyzes online ad revenue from more than 10,000 radio stations, as well as survey responses from more than 1,300 local businesses that buy radio advertising.
Among the findings:
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