Radio: The Last Bastion of Legacy Media Strength

To those of us who have always been believers in radio, as those in the industry know I've been, it's not a shock that radio is emerging as the only legacy (i.e., pre-digital) medium that's emerging as a growth medium. Overall, The Myers Report projects 3.7% annual audio ad spending growth between 2020 and 2025 (factoring in COVID-19 related impact). Unlike other legacy media that generate 15 to 25 cents in digital ad revenue for every linear/legacy ad dollar lost, the local radio station business is forecast to generate estimated $1.30 in digital revenue for every linear dollar lost.