Home Login RADIO ONLINE RSS Facebook
Find Radio Online
AM FM HD

Advertisement

DMR/Interactive Sees 14% Boost in 2025 Station Marketing


DMR/Interactive
DMR/Interactive

After years of declining investments, the radio industry is poised for a resurgence, with DMR/Interactive predicting a 14% increase in station marketing for 2025. The rebound follows several years of single-digit decreases in marketing spending.

DMR/Interactive President and CEO Andrew Curran attributes the anticipated growth to improving economic conditions and strategic innovations like the 3-Minute Qualifier, along with easing interest rates. "We're seeing optimism fueled by these developments," said Curran. "Similar rebounds followed previous downturns, such as after 9/11, the Great Recession, and COVID."

A key driver behind this renewed confidence is the increase in Return to Office mandates, which boost urban activity and commuting -- a vital factor for radio listening. For every 100 workers returning to office spaces, 30 to 40 additional service workers are needed in surrounding businesses, creating a ripple effect in the local economy.

Commuting costs, averaging $561 per month per worker for expenses like gas, parking, and child or pet care, present an opportunity for radio to leverage contest prize money as a compelling incentive to boost habitual listening. "Contest prize money can drive daily cume and incentivize habitual listening among employed heavy listeners," Curran explained.

Curran also highlighted stark contrasts between stations investing in marketing and those that do not. A top-performing station in a large market saw a 38% year-over-year decline in Adults 25-54 ratings after running a local cash contest without marketing support. Conversely, another major market station achieved a 67% ratings increase in Women 25-54 by pairing national contesting with targeted marketing.

"With so many other platforms competing for the audience's attention, this renewed investment couldn't come at a better time," said Curran.

Looking ahead, Curran is optimistic about 2025 as a year of renewal for the radio industry. "Now is the time to secure funding and leverage investments in research, sales training, and strategic marketing to drive ratings and revenue growth," he added.

Advertisement

Latest Radio Stories

Bobby Irwin Departs Cumulus/Colorado Springs After 26 Years
Bobby Irwin
Bobby Irwin
After 26 years, Cumulus Colorado Springs Operations Manager Bobby Irwin has exited. Irwin programmed Classic Rock KKFM (98.1) and AC KKPK (92.9 Peak FM) during his tenure, adapting to the changing needs of the cluster. Reflecting on his career, More

Laura St. James Exits WXLO Worcester as PD/Midday Host
Laura St. James
Laura St. James
Laura St. James exits her dual roles as Program Director and midday host at Cumulus Hot AC WXLO-FM in Worcester-Boston, a position she held for seven years. St. James also served as Program Director and afternoon host at CHR WQGN (Q105) in New More

Dave Luczak to Retire as WKLH Morning Host After 40 Years
Dave Luczak
Dave Luczak
After four decades as the voice of Milwaukee mornings, Dave Luczak has announced his retirement from Classic Rock WKLH-FM's morning show. His final broadcast is set for December 20, marking the end of an era in Wisconsin radio. Luczak, who began his More
Advertisement

2024 Celebration of Service to America to Air Nationwide
National Association of Broadcasters
National Association of Broadcasters
The powerful community impact of local broadcasters will take center stage in the 2024 Celebration of Service to America, a one-hour special airing on over 600 radio and television stations nationwide. The program debuts on Saturday, December 7, and More

iHM/Chicago's ''Lurie Children's Radiothon'' Raises Over $1M
iHeartMedia Chicago
iHeartMedia Chicago
The "Lurie Children's Radiothon" broadcast by iHeartMedia Chicago raised over $1 million on Thursday, December 5, to support the patients and families of Ann & Robert H. Lurie Children's Hospital of Chicago. The hospital is recognized as one of the More

FCC Approves KCCS Decree Following Unauthorized Transfer
Federal Communications Commission
Federal Communications Commission
The FCC has adopted a Consent Decree with KCCS, LLC, licensee of KSLM-AM and K282BY in Salem, OR resolving issues arising from two unauthorized transfers of control. These incidents involved the transfer of ownership from Cindy Wyant Smith to her More

Return to Menu

Advertisement

Subscribe to our Newsletter
Radio news and headlines delivered right to your e-mail box -- and it's free.

Advertisement

Advertisement