The message coming from the radio industry is clear: Terrestrial radio is in trouble and things will get worse before they get better. Many of the country’s largest national broadcasters are on the verge of bankruptcy, and the Radio Advertising Bureau (RAB) announced that Q1 2009 was the industry’s worst quarter ever in terms of ad spending.
The report foresees steep declines in ad revenues for the remainder of 2009 and into 2010. But marketers will transfer some of their ad budget online, where Internet radio stations are positioning themselves to take advantage of the shift in dollars. Even in this tough economy Internet radio is one of the fastest-growing online media categories. Attractive demographics and a connected audience will prove increasingly appealing to advertisers as they look for fresh channels to reach consumers.
Key Questions This Report Answers:
- What effect has the economy had on terrestrial radio?
- Who listens to radio online?
- What attracts listeners to online radio?
- How will satellite and HD Radio survive troubles in the auto industry?
