SalesFuel's State of Media Sales Reveals Strong Optimism

RADIO ONLINE | Thursday, March 30, 2023

SalesFuel

SalesFuel, a provider of sales intelligence, announced the results of its 12th annual State of Media Sales survey in conjunction with BIA Advisory Services. The survey reveals nearly 25% of responding media sales managers expect to see a revenue increase of more than 10% in 2023, reflecting optimism for the future of the industry.

The survey also showed a decline in sales managers and representatives (reps) who say it's getting harder to sell against Google/Facebook: 30% of managers say it's getting harder to sell against Google/Facebook while 20% of reps say the same -- down 13% and 9% respectively from 2021.

22% of radio media sales managers expect nondealer auto service businesses to deliver significantly higher revenue growth; compared to 13% of all media sales managers. 43% of radio media sales managers believe sales to local-direct/franchises and small businesses will increase significantly this year. 40% of media sellers point to home improvement as a top source of revenue increase for 2023, possibly indicating fewer people plan to sell their homes this year.

"We're encouraged by the optimism among media sales managers and reps early on in 2023," said SalesFuel CEO C. Lee Smith. "Considering the expectations for revenue growth and the fact that the industry is finding ways to compete with the major digital players, we look forward to supporting the rebounding growth and success of the industry this year."

The survey in February 2023 included 496 media sales reps and managers from broadcast radio, TV, cable TV newspapers/magazines, direct response and those who have more than 50% of their revenue from digital sources.