At the recent NAB Show, a Sunday session titled “The Local Advertising Buying Landscape” brought a flurry of attendees to West Hall. As part of the Broadcast Management Track, the session dove into the results of Borrell Associates and RAB’s 13th annual digital benchmarking report on radio digital sales. Released earlier this year, the report analyzed online ad revenue from 3,743 radio stations — also surveying 388 local radio advertisers and 221 radio managers — to reveal that radio’s digital revenue grew 10% to reach $2.1 billion in 2024. Expanding on those findings, a group of panelists came together to discuss what clients are buying and how radio sellers are succeeding, or missing out, on that revenue. To kick off the session, Gordon Borrell, CEO at Borrell Associates, spoke about local business owners’ and advertisers’ digital sales habits. Borrell said radio has a very large stock of advertisers, and, according… ...[TheTopNews] Read More.
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