Radio Digital Ad Revenue Up 14% in 2016, BIA/Kelsey Says
Digital advertising income for U.S. radio stations increased by 14 percent in 2016, said BIA/Kelsey in a release. All-news WTOP(FM) Washington was the top revenue-generating station, with $67.5 million in ad sales. “The news-talk category experienced an overall improvement in…
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2016, likely due to the presidential year,” BIA/Kelsey said. Overall industry over-the-air radio advertising revenue “stayed relatively flat” at close to $14.1 billion, the researcher said. In 2017, radio industry revenue will reach $14.9 billion, the firm said. Radio merger and acquisitions likely will be more prevalent in 2017, the firm said. “With the February announcement that Entercom and CBS Radio will be combined into one company, after regulatory approval, the industry will experience renewed activity due to the sale and realignment in some markets,” it said. “By 2021 we expect radio to surpass newspapers and become the fifth largest media category among advertisers," Chief Economist Mark Fratrik said.