Insight

Broadcast radio can still go digital, but the clock is ticking

September 2017
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How consumers access music, news, and other audio content has changed dramatically in just a few years—and broadcast radio is feeling the heat. Trimming general and administrative costs may have been helpful in the past, but in today’s environment, those measures may not go far enough.

At a glance

  • Since 2010, overall revenue for broadcast radio has been stagnant.
  • Today, all broadcasters face two significant challenges: generating sustainable revenue from advertising and maintaining total listener volume.
  • At the same time, digital radio saw a meteoric rise. Yet many broadcasters still lack a significant digital presence.
  • Despite daunting costs, broadcasters should persist in building their digital presence. Otherwise, they risk losing relevance in today’s marketplace.

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Meet the Authors

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Kent Percy

Director, New York

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