Radio's Outlook Hinges on Innovation, Regulation, and Localism
"MediaTalk" host Mike Reynolds is joined by S&P Global Market Intelligence Kagan Principal Analyst Justin Nielson to discuss the resilience and challenges faced by AM/FM radio in the digital age.
Radio advertising remains predominantly local, with 80% of ad buys coming from local businesses, such as car dealerships and restaurants. Despite softness in the national ad market, local markets with vibrant economies continue to perform well. However, larger metro areas face stiff competition from streaming services and podcasts. To counteract this, companies like iHeart Media and Cumulus are…
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