Radio Strengthens Its Stand: A Unified Front in the Advertising Landscape
The future of radio advertising is facing a pivotal moment. At a recent gathering of industry leaders titled “Better Together in 2025: A Unified Approach too Nielsen’s Measurement Modernization,” the conversation revolved around how a significant shift in Nielsen’s measurement methodology will reshape the industry for the better. RAB President/CEO Mike Hulvey emphasized this change as “pivotal,” predicting a projected 20% increase in radio impressions on average.
“This change impacts and benefits the entire industry, irrespective of whether you operate in a PPM market, a diary market, or an unrated market,” Hulvey explained, highlighting the “umbrella or halo affect” that will run through the entire radio industry.
The event underscored the critical need for a unified voice.iHeartMedia Chairman/CEO Bob Pittman succinctly stated, “We need to speak with one voice. Radio is the last and only mass-market media, reaching 90% of americans every month. No other media can claim that kind of longevity and strength.”
The digital landscape poses a significant challenge, with platforms like TikTok rapidly capturing advertising dollars. Radio executives recognise the urgency of collective action. Beasley Media Group CEO Caroline Beasley drew attention to a troubling statistic: “70% of ad dollars go to digital, with big tech taking half. That number is projected to rise to 80%.”
this trend necessitates a clear and concise message. “We need to work together to articulate radio’s value and remain competitive,” Beasley emphasized. Connoisseur Media CEO Jeff Warshaw echoed this sentiment, stating, “This is a chance to ensure radio gets its fair share. Our medium delivers for advertisers and engages listeners, and we need to communicate that with a unified message.”
Townsquare media COO of local Media Erik Hellum likened the industry’s approach to a well-executed radio campaign: “A clear, powerful message delivered… effectively.” This collective commitment to a cohesive narrative signals that radio is prepared to meet the challenges of the evolving advertising landscape head-on.`
Radio’s Unified Front: Securing Its Place in the Advertising Landscape
Recently, radio executives gathered at the “Better Together in 2025: A Unified Approach to Nielsen’s Measurement Modernization” event to discuss how a major shift in Nielsen’s measurement methodology will benefit the industry and its advertisers. Archyde sat down with Hartley Adkins, President of Markets Group at iHeartMedia, to explore the key takeaways from this pivotal event.
A Groundswell of Support for a Unified message
Hartley,thanks for taking the time to speak with Archyde. What stood out to you most about the recent event?
“What struck me was the overwhelming sense of unity among radio executives. there’s a genuine commitment to present a clear and consistent message to advertisers about the value of radio in today’s media landscape,” says Adkins.
This shared vision stems from a long-held understanding that the way advertising dollars are allocated is evolving. “We started this work years ago, recognizing shifts in ad dollars and consumer behavior,” explains Susan Larkin, COO of Audacy and lead of the RAB Advocacy Committee. “We need to be honest about where the industry is headed and advocate as one voice.”
Closing the Gap and Leveling the Playing Field
The impending changes to Nielsen’s methodology are at the heart of this message. Jim Loftus,CEO of Times-Shamrock Communications and co-chair of the RAB Sales Advisory Committee,emphasizes the far-reaching positive impact. “This will positively impact diary and unrated markets, increasing media relevance and more accurately reporting listener engagement,” he notes. “The lift in major markets will benefit the entire industry.”
This sentiment is echoed by Rob Babin, Executive VP of Radio at Cox Media Group. He highlights the importance of credibility for radio, stating, “We’re trusted. This change gives us a better depiction of our audience, helping us serve clients more effectively.”
Chris Forgy, CEO of Saga Communications, whose company operates in both PPM and diary markets, emphasizes the change’s broad reach, saying, “This will close the gap between diary and PPM markets and level the playing field between terrestrial and streaming listening.”
Adkins, driven by a fierce understanding of the competitive landscape, underscores the urgency for radio to secure its share of the advertising pie. “I’m going to answer with a number, $450 billion,” he says. “450 billion.That is what is going to be spent on advertising in the United States this year. We need to ensure radio gets its fair share.”
“Why I push this is because I know that the listeners have voted.They have voted with their time and their ears. We have 90% of the population…TikTok delivers a third of the population (ad-enabled), and you never stop hearing about them. It’s laughable… now with this change, Nielsen is helping us drive that agenda home.”
As the industry rallies around this shared vision, it’s clear that radio is poised to leverage this measurement modernization to its advantage, securing its essential role in the advertising landscape for years to come.
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the Future of Radio: New Measurement, Unchanged Power
The landscape of media consumption is constantly evolving, and radio, a stalwart in the advertising world, is adapting to stay relevant. A recent gathering of industry leaders, “Better Together in 2025,” emphasized a crucial shift: radio needs to speak with a unified voice to demonstrate its enduring value in a digital-first world.
“It was absolutely fantastic to see such a strong sense of unity amongst the leaders of our industry,” said one attendee, reflecting on the event’s impact. “Everyone from iHeartMedia to Beasley Media Group to Connoisseur Media, and so many others, were on the same page: The time has come for radio to speak with one powerful voice.”
Driving this unity is a new measurement methodology from Nielsen, poised to revolutionize how radio’s reach and impact are calculated. this change promises to increase estimated radio impressions by 20%, but its significance goes far beyond simple numbers.
“It’s about recognizing the true value and reach of radio,” said one industry expert. “We’re reaching 90% of Americans every month, a fact that simply cannot be ignored. This new method accurately reflects that reach and allows us to demonstrate to advertisers the undeniable power of radio in connecting with their target audiences.”
With digital giants like TikTok capturing an increasing share of advertising dollars, the pressure is on. “The key is collaboration and clarity,” emphasized an industry leader. “We need to work together to articulate the unique strengths of radio. We deliver tangible results for advertisers – engagement, awareness, and ROI – and we do it in a way that resonates with listeners on a deeper level.” nielsen’s new data will be instrumental in driving this message home.
This change also specifically benefits locally-focused stations. “It’s leveling the playing field,” explained one commentator. “For years, there have been discrepancies in how radio was measured in different markets. This change ensures that all radio stations, big and small, are measured fairly and accurately.It will provide a unified view of listener engagement across the entire industry.”
As the industry embraces this new era of measurement, the future of radio remains bright. “Radio is far from finished,” stated one confident voice. “This new measurement era is a testament to that. We have enduring power, relevance, and a dedicated audience. This change is going to empower us to tell our story with even more conviction. I’m confident that radio will continue to thrive and be an invaluable tool for advertisers for years to come.”
The question remains: will these changes be enough for local radio stations to maintain their hold on the advertising market? Only time will tell, but the industry’s newfound commitment to collaboration and clarity, coupled with the power of accurate measurement, suggests a positive trajectory for radio’s future.
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