Paul Jacobs recently shared conclusions about the future of corporate support revenue based on years of research and data analysis. Jacobs is vice president/general manager of Jacobs Media, which has provided programming, digital, sales, and social media consulting to commercial and public radio stations for the past 35 years. Jacobs Media is also home to the Halo Effect research we use every day. His conclusions underscore some essential - and imminent - realities about the way we sell underwriting in today’s media environment.
- People have many more ways to spend their time with media today than they ever have in the past. Radio accounts for 17% of all media consumption, and this holds true across all ages. While the car remains the main place people listen, 20% of smart speaker owners say they are listening to a little more or a lot more radio, which speaks to more in-home listening. Of course, the days of two bands and five presets on the dashboard are over. The amount of content and content sources competing for listeners’ attention is vast.