A Ray of Sunshine

Posted on January 26, 2011


Next time you are talking to a station account executive who’s whining about how tough it is to sell spots in these economic conditions drop a little knowledge on them.

According to a study by Strata Research radio is number three on a list of mediums media buyers are looking to buy. Interest in radio from media buyers has gone up 75% since the third quarter of 2010. The jump is so notable that Strate refers to the number as, “a surprise rebirth.” 

In addition the survey reports 51% of the agencies are seeing increased business and 25% of customers are increasing their advertising budgets over last year.

While budgets are going up interest in digital advertising, the boogeyman everyone points at as stealing all our revenue, is actually down slightly. The main reason: lack of effectiveness. If they are using digital, the leading option is Facebook with 76% of respondents saying they plan to keep using it as an advertising vehicle. Twitter was second at 46%.

So tell your sales buddies to get out there and don’t forget to sell a few endorsements for you. Or, if all the good news doesn’t cheer up your glum chum maybe they need a change. The survey also showed that nearly 25% of agencies say they’ll be hiring new people in 2011.