BBDO CEO Calls Radio 'Massively Underutilized'
December 22, 2014 at 4:11 AM (PT)
There should be some smiles in your sales office TODAY, as BBDO CEO ANDREW ROBERTSON had good words about radio while appearing on BLOOMBERG last week. ROBERTSON said radio was completely underutilized medium given its massive audience. In fact, he was so supportive that the host teased -- "thank you, BOB PITTMAN at the end."
ROBERTSON said, radio is "massively underutilized" by advertisers and explained the personal experiences of agency buyers has resulted in the under-usage of the medium, saying “We have to be very weary of extrapolating our own experiences,” and continued, “if you live in NEW YORK, you are not aware of radio advertising the way you are if you live in L.A. or ATLANTA or any of the other big cities around the states where people spend a lot of time in their cars,”
“There are still huge, huge radio audiences -- and frankly, it is a massively underutilized medium because people don’t think to use it as readily as other media,” he continued.
View the interview here.