Radio: Beyond seven Percent

The author looks at the prospect of increasing radio's share of advertising expenditure in the USA via consolidation, recency planning, digital/satellite radio, and improved measures of advertising accountability.

Radio: Beyond Seven Percent

A look at the developments that are contributing to radio's growth

Mark LipskyRadio Direct Response

For what seems like an eternity, radio's share of the total advertising pie has been pretty much cemented in at approximately seven percent. In today's marketplace, this translates to $13.5 billion, not a shabby number by any means. Nonetheless, radio industry executives have long maintained that the seven percent figure sells the medium short; that it is not commensurate with radio's audience delivery and consumer impact.

Radio is poised to finally move beyond the seven percent plateau. Not by leaps...

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