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Survey: Agency Clients' Interest In Radio Steady Or Rising

August 10, 2009: A survey by Strata, a maker of media-buying and -selling software, found that most of the respondents in its quarterly survey of ad agencies feel the worst of the ad downturn may have passed. Twenty-two percent of respondents said they feel their business has increased this quarter compared to the same time last year, and while their top concern was client spending, the number who think there will be an economic rebound by the end of the year is up 67 percent from last year's survey.

In Strata's survey of 40 ad agencies nationwide, 45 percent of respondents said their customers are more focused on spot TV advertising than any other medium, but that's down 25 percent since the end of 2008, and 45 percent of respondents said their customers are less focused on spot TV than they were last year. For radio, on the other hand, 65 percent of respondents said their focus on spot radio has remained the same or increased since last year.

"While many people have cut back their approach this year, many are looking at other ways of advertising such as video on demand," said Strata President/CEO John Shelton. "We've also witnessed a lot more interest in Internet advertising and a slight pickup in less expensive medium such as radio."

Katz Marketing Solutions President Bob McCurdy said, "In recent months, we have noticed an increase in advertising. Radio continues to be an affordable and efficient way to reach an advertiser's target market. And across the country, we continue to have in-depth discussions with various agencies and advertisers about how to best and most creatively utilize the medium."

In digital, the agency respondents told Strata that they've seen a 40 percent increase in those who are "very likely" to use digital media advertising, and 62.5 percent of respondents said their customers were either very likely or somewhat likely to use such "advanced advertising" this year.

 




(8/12/2009 3:12:55 PM)
Well it's true, Radio is less expensive, and at the same time giving our clients greater value. They should all use radio.

We all have to quit thinking of ourselves as step children and speak up for radio at every turn.

Keep in front of media buyers. Call them everyday. Never let them forget the power of radio.

- Vicky
(8/10/2009 7:41:33 PM)

OK, I give up. Where is the good news for radio?

Your article states: “…65 percent of respondents said their focus on spot radio has remained the same or increased since last year.”

That means 35% of respondents said that they will not spend a dime on radio this year.

OR

"We've also witnessed a lot more interest in Internet advertising and a slight pickup in less expensive medium (sp) such as radio."

A slight pickup in less expensive medium SUCH AS radio. Not specifically radio, just cheap like radio.

Sounds real good guys, keep up printing those press releases it makes everyone feel real good.



- Timburton

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