The Myers Report Issues Rosy Five-Year Projections For Radio, Audio

Bullish On Radio

Amidst layoffs and operational cutbacks due to the CORONAVIRUS pandemic, one analyst is maintaining a positive outlook on the radio industry: JACK MYERS is looking beyond the present troubles to project 3.7% annual audio ad spending growth between 2020 and 2025, even factoring in the COVID-19 impact. THE MYERS REPORT's projections predict that local radio will generate estimated $1.30 in digital revenue for every linear dollar lost.

MYERS also forecasts an 8.9% decline in linear radio revenues between 2019 and 2025, yet adds that radio shows "remarkable resilience" compared to television and print, citing "podcasting investments, an emphasis on localism and brand personality, renewed advertiser interest in audio as a communications platform, plus nimble response to technology threats."

THE MYERS REPORT projects total audio advertising to increase 24% in the five year span, with digital audio ad revenues growing 84% and and podcasting up 195%.

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