Nearly a Quarter of Local Advertisers Say They Will Cut or Eliminate Radio Budgets

Research from Borrell and Associates suggests that traditional media budgets will continue to take hits from digital — and that many of those decisions are made by “gut”…

Borrell logoBy Paul Marszalek

Media insight company Borrell is out with a survey of nearly 2000 local advertisers, and it suggests continued churn in media budgets, with dollars flowing from traditional to digital.

Borrell found that the decision-making process for traditional media was often made by  gut, and not data. The more data, the less gut — and data-rich mediums fared better when local advertisers were asked about where they’d cut.

Print again is in advertisers cross-hairs, but 24% of radio advertisers said they’d cut or eliminate their spends on radio. (click on image for a larger version)

Borrell long knives

Many buyers said they buy radio based on gut, perhaps suggesting that local advertisers are getting increasingly sophisticated in terms of handling the data digital provides. (click for a larger version)

Borrell gut check

More at Borrell.

Filed Under: Actual NewsFeaturedLinkageNewsRadio and Records


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