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."
- 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...