Direct Response Radio Advertising Blog: Radio Advertisers To See Opportunities Increase

June 12, 2007

Radio Advertisers To See Opportunities Increase

According to a recent press release by TNS Media Intelligence, radio advertising expenditure will fall by .3% year over year in 2007.

"The advertising market has moved onto a slower track than we thought possible just six months ago," said Steven J. Fredericks, president and Chief Executive Officer, TNS Media Intelligence. "We expect the overall pace of activity will pick up slightly in the second half of the year. However, it still appears that total measured expenditures will post their smallest annual gain since the 2001 advertising recession as marketers continue to incrementally scale back their allocations to off-line media in favor of less expensive digital alternatives," added Fredericks.

If you think this is bad news for direct response radio advertisers, think again.

When demand softens, inventory opens up and prices fall. That means... opportunity.

Posted by Jeff Small & Brett Astor at 12:16 PM | Permalink

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