Radio Survey: To Simulcast Spots or Not to Simulcast Spots - Radio Intelligence

Radio Survey: To Simulcast Spots or Not to Simulcast Spots

In the second release from a new study of radio industry thought-leaders, managers say their radio brands can make more money by monetizing streams separately with their own spot inventory than by simulcasting those spots with the over-the-air brands.

The study was conducted by Mark Ramsey Media by telephone in November and December, 2014 among more than 100 top-50 market radio General Managers, Sales Managers, Digital Executives, and Program Directors.

Radio Survey: To Simulcast Spots or Not to Simulcast Spots

56% of these managers say a separate monetization strategy for streams with their own spot inventory will likely make more money than simulcasting those streaming spots with over-the-air content (26%). That’s a ratio of more than two to one.

So despite the temptation to simulcast streams for a remote chance of overall ratings impact, most managers acknowledge that more money can likely be made by separating streaming from over the air inventory.

Separately, I previously reported that radio managers anticipated a dramatic rise in the fraction of revenue derived from digital sources over the next five years.

Posted in Advertising, Audio Trends, Internet Radio, mark ramsey, mark ramsey media, Media, monetization, radio, radio industry, ramsey-blog, research, revenue, simulcast, spots, streaming, survey, trends