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Radio's Revenue Rise In 2022...

 

Monday, November 22, 2021
 
Media research unit, Kagan has given radio "The Big Picture" for 2022 and it looks promising. In fact, it looks good. The 2022 Technology, Media and Telecom Outlook is predicted to increase 6.2% to $15.75 billion, as compared with $13.68 billion in 2021. Total broadcast revenue is expected to rise 13.2% to $40.05 billion, surpassing that of pre-COVID levels in 2019...
 
"Radio's lower ad cost, local audience and relatively high return on investment compared to other media should help it maintain its share of the US advertising market," Kagan Senior Research Analyst Justin Nielson told Radio Online. However, he added, "radio also must compete with multiple streaming and on-demand options for music and talk, and is hindered by the new hybrid or permanent work-from-home economy, which has greatly reduced commuting hours during prime in-car radio time."
 
Kagan's 2022 forecast says broadcast stations are looking for an advertising bump from the proliferation of sports betting, but the 2022 midterms offer a more promising lift despite the shift of viewing away from traditional broadcast networks. it's forecasting a 7% increase from the last midterms in 2018 to reach nearly $3.3 billion in 2022...
 
Healthcare, professional services, telecom, banking and home improvement categories also expected to outperform 2021 totals, while automotive, retail and travel, meanwhile, are predicted to remain soft in 2022...
 
"Core ad categories have mostly recovered from the COVID-19-induced advertising pullback of 2020," said Senior Research Analyst Justin Nielson, "and broadcasters are feeling optimistic in the back half of 2021 with an expanded schedule of NFL games and new scripted content."
 
I(n)M(y)O(pinion):
 
  • Thanks to all the experts for finally deciding that scented candles are safe. It took them this long to figure it out???
  • Instead of worrying about the future of space travel, we need someone to come up with a way to slow down the rate of inflation which is at an all-time high...
  • If you think "Oklahoma" or "The Music Man" is the longest running musical in Broadway history, think again. It's "Chicago."
  • Looks like Netflix & Disney are today's entertainment champs and in that order...
  • If you're one of the 5 Americans caring for a member of the family, I don't have to tell you that this is the hardest thing you'll ever do in your life...
  • Here's one thing Californians can't brag about - the price of a gallon of gas has just reached $4.68 (unleaded)...
  • Brown University's Dr. Ashish Jha hasn't been wrong yet. We should all believe him when he says "For unvaccinated adults, the pandemic remains a daily threat, and a personal choice to stay unvaccinated will continue to put you and those around you at risk."
  • We will have a New Year's Eve celebration in Times Square this year to see the new year in and we couldn't be happier...
  • I'm hoping the city decides to keep outdoor dining in the city year-round...
  • Great report on "60 Minutes" on how rich the steamship lines moving delayed cargo are getting. They control it all...

 

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