Radio Advertising and Businesses


Radio is one of many targeted media channels that brands and businesses use for advertising and marketing. BIA examines key trends in radio advertising including use of cross channel advertising on social and mobile. Radio station marketing and sales managers can learn how to tap into their current and future radio advertisers by learning about their advertising spend and usage, what complements radio advertising and future opportunities by segment, specifically small business industries.  BIA in this report provides key selling and strategic recommendations with the support of proprietary data from the SAM™  Survey of Local Businesses.  

BIA’s data in this report on radio advertising  and businesses includes local businesses current and future usage and spend on advertising on more than 55 different media platforms, which fall into these 10 top-level advertising and marketing groups:

  • Online advertising (e.g., search, display)
  • Traditional advertising (e.g., direct mail, newspapers)
  • Broadcast advertising
  • Promotional advertising (website, video, blogs, social pages)
  • Mobile advertising (e.g., search, SMS, display)
  • Social advertising (e.g., Facebook, Twitter, Pinterest, Instagram, promoted tweet)
  • Local directories advertising (print and online)

Who Should Read Radio Advertising and Businesses

  • Franchisors, franchises focused on the trends and direction of co-op advertising
  • Executives in charge of co-op advertising and/or product development targeted to small businesses
  • Senior leaders evaluating opportunities in the small business marketplace
  • Any executive with a role in selling co-op advertising, traditional advertising or digital advertising

Franchisors, franchises focused on the trends and direction of co-op advertising


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