Digital Passes Spot Radio For Holiday Ad Buys, Says Strata Survey

Radio Slips To 3rd

A new STRATA "flash survey" confirms digital media is set to have a strong holiday advertising season. MEDIAPOST reports, "While spot broadcast and cable TV remains #1 among for holiday-oriented advertisers, Internet/digital ranks #2, displacing spot radio, which falls to the #3 option, followed by network cable TV, print, broadcast network TV, and out-of-home media."

While being ranked third during the holidays is bad news for radio, the good news is the ad mix is most respondents indicated their planning process isn't an either/or -- and multiple media choices are likely to be used.

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