Many stations have seen a surge in digital traffic as a result of the COVID-19 pandemic. And many agree that digital sponsorship revenue is likely to further increase as the work-from-home phenomenon and other consumer and marketing shifts continue into 2022 and beyond. Much about this has been great news for public media, both because it has helped to fill some of the void left by broadcast revenue loss in the past 18 months, and because it has helped stations get their backend and digital inventory operations in order to grow audience and sponsor engagement across digital platforms.
But this excitement about digital has also generated marketplace misperceptions about radio that many sales teams are working to overcome.
Perception vs. Reality
Many marketers and media buyers continue to think that the audience attrition felt at the beginning of the pandemic continues, and that radio listenership is essentially dead.
In reality though, radio has the biggest share of listening time compared to streaming, podcasts, and other audio listening; many public media stations are within 10% of their pre-COVID audience numbers.