Marketron Survey Finds Optimism Among Radio Execs
June 1, 2015 at 3:59 AM (PT)
MARKETRON's MAY report, debuting what is projected as an annual mid-year survey of over 600 senior radio executives, shows what the company terms "optimism about the state of radio amongst its leaders," with minor shifts in listener and revenue streams in the past 12 months and "a significant shift forecasted in the coming year."
When asked about their outlook for revenue growth over the next 12 months, 74% of respondents replied that they saw revenue for their company growing slightly to significantly in the next year. Similarly, respondents described the outlook as "better" (44%) nearly 2 and 1/2 times the rate as those describing the next year as "worse" (18%).
Descriptions of changes in listening habits over the past 12 months seemed modest in comparison to trends reported elsewhere. Only 48% of Radio leaders stated that they felt listenership in their stations had changed over the past year. They also stated that the mix of revenue sources was relatively equal to that of a year ago.
Looking ahead however, 92% predicted a shift to listenership from streaming both of station driven streams and pureplay providers like SPOTIFY and PANDORA. Not surprisingly, broadcasters are looking at a shift in their revenue streams going forward. Universally they expect more revenue in the next year from digital display (63%), streaming (53%), and mobile sources (60%).
"Broadcasters are bullish on their future," stated MARKETRON SVP/Client Services JEFF LONDON. "While I was surprised by the lack of change reported currently, it's clear that our customers see this industry on the cusp of listener habit changes and a resulting shift in revenue mix."
When asked to comment anecdotally on unforeseen shifts this year versus what was expected, many radio leaders mentioned the winter weather, decline in retail sales, and disappearance of national dollars.
"We feel well positioned with our technology roadmap to meet the shifting demands of our customers’ business going forward,” said MARKETRON Chief Technology Officer TONY GAUGHAN. “Whether it’s our Orders 360 product to meet shifting revenue sources, or our programmatic platform to address declines in national business, we feel our customers will be well equipped for the coming years."