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Top Radio News
Cumulus, Zimmer Urge FCC to End Radio Ownership Caps
| RADIO ONLINE | Tuesday, September 15, 2026 | 2:43pm CT |
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Cumulus Media and Zimmer Radio of Mid-Missouri are urging the Federal Communications Commission to eliminate its local radio ownership limits, arguing in separate ex parte meetings that rules unchanged since 1996 no longer reflect today's competitive audio and advertising marketplace.
The filings come as the FCC conducts its 2022 Quadrennial Regulatory Review, which includes consideration of the Local Radio Ownership Rule. The Commission opened the current proceeding to determine whether its broadcast ownership rules remain necessary in the public interest because of competition and whether they should be retained, modified or repealed.
Cumulus Executive Vice President of Corporate Strategy & Development Collin Jones met September 9 with advisors to FCC Chairman Brendan Carr and Commissioner Olivia Trusty, and September 11 with Commissioner Anna Gomez's Chief of Staff and Legal Advisor Deena Shetler. Jones told the Commission there is an "urgent need" to eliminate the local radio ownership rule.
Cumulus argued that while ownership caps have remained unchanged for 30 years, broadcasters now compete with streaming music, podcasts, satellite radio, social media and digital advertising platforms that did not exist when the current limits were established. The company said the restrictions hamper stations' ability to compete for audiences and advertising revenue and to maintain local service.
The broadcaster said allowing groups to achieve greater local scale would provide economies of scale, enabling them to spread operating and local programming costs across more stations while offering a broader range of programming. Cumulus also argued that current limits discourage investment in radio and called on the FCC to complete the review and eliminate the caps "as quickly as possible."
Zimmer Radio President John P. Zimmer made a similar case during September 9 meetings with Carr and his Legal Advisor Allison Howell, Trusty Senior Legal Advisor Marcus Maher and, separately, Shetler in a meeting accompanied by NAB representatives Rick Kaplan and Jerianne Timmerman. Zimmer urged the Commission to repeal the local radio ownership rules.
Zimmer, which owns ten stations in four Missouri markets, argued that competitive changes have particularly affected small and mid-sized markets. He cited competition from Spotify, YouTube, SiriusXM, Pandora, Amazon Music and Apple Music for listening, along with the shift of local advertising dollars toward digital platforms.
Zimmer also maintained that greater local scale would allow smaller broadcasters to spread programming costs across additional outlets and use those stations to offer different formats rather than duplicate existing programming. He said that could increase both programming variety and broadcasters' ability to attract listeners and advertisers.
Supporting materials submitted by Zimmer included a BIA Advisory Services study examining radio format diversity following the Telecommunications Act of 1996. The study's 2024 regression analysis found a statistically significant positive relationship between greater local ownership concentration and programming variety.
The BIA report concluded that programming variety increased substantially following the 1996 ownership changes, particularly in small and medium markets, but that growth slowed or reversed in some markets after 2006. The study argued that further relaxation of the ownership rules could lead to additional programming choices for listeners.
FCC Seeks Comment on Political Ad Rate Challenge
| RADIO ONLINE | Tuesday, September 15, 2026 | 2:46pm CT |
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The Federal Communications Commission (FCC) is seeking comment on an application asking the agency to overturn Media Bureau guidance concerning which political advertisers are entitled to broadcasters' lowest unit charge rates.
The challenge was filed by Democratic candidates Sherrod Brown, Jon Ossoff, Roy Cooper and Kristen McDonald Rivet, along with their principal campaign committees. They are asking the full Commission to set aside guidance issued by the Media Bureau on March 30 concerning lowest unit charge, or LUC, requirements under Section 315(b) of the Communications Act.
Under federal law, legally qualified candidates are entitled to a station's lowest unit charge for the same class and amount of advertising time during the 45 days before a primary election and 60 days before a general election. The Media Bureau's March guidance said the LUC requirement also applies to authorized committees engaged in joint fundraising with federal candidates and to candidate-party coordinated advertisements.
The applicants contend that the Bureau went beyond the Communications Act by extending LUC treatment to advertising purchased by two categories of non-candidate organizations: political party committees making coordinated expenditures and joint fundraising committees that include candidate and non-candidate members. They argue that Congress intended the discounted rates to benefit candidates and their candidate committees.
The dispute centers in part on whether coordinated party spending should be considered a candidate's "use" of a broadcast station. The applicants argue that such expenditures remain spending by the political party even when coordinated with a candidate. They also contend that joint fundraising committee advertising may be funded largely by non-candidate organizations that would not independently qualify for LUC treatment.
The Media Bureau, however, said its March notice reflected longstanding FCC interpretations rather than a new policy. In a separate August order involving a challenge from the Television Bureau of Advertising, the Bureau said existing industry practice was consistent with its interpretation and dismissed TVB's petition for reconsideration, while deferring action on TVB's alternative request for a declaratory ruling.
The Commission's consideration of the application comes as broadcasters enter the final weeks of the 2026 election cycle, when the statutory 60-day LUC window applies to general election candidate advertising.
Gemini XIII Adds Kelly Parker, Yea Podcast Slate
| RADIO ONLINE | Tuesday, September 15, 2026 | 11:04am CT |
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Gemini XIII is expanding its audio sales operation with the addition of veteran media executive Kelly Parker as Senior Vice President of Sales. Parker joins the company from Yea Networks.
As part of the move, Gemini XIII will become the exclusive advertising sales representative for Yea Networks' podcast portfolio, adding the slate to its growing roster of audio programming.
Parker brings extensive experience in media and audio sales, including developing advertiser relationships and new revenue opportunities. At Yea Networks, she helped drive sales across the company's audio business while working with agencies, brands and advertisers.
"Kelly is exactly the kind of sales leader we want at Gemini XIII," said COO Charles Steinhauer. "She has deep relationships, a strong understanding of the audio marketplace and, most importantly, a genuine passion for creating opportunities for content partners and advertisers."
The Yea Networks portfolio joining Gemini XIII includes "Ana's Group Chat" with Kidd Kraddick's Ana Szabo, "Hold My Crown" and "Hey Dude... The 90s Called!" with Christine Taylor and David Lascher.
Steinhauer said the combination of Parker's appointment and the addition of the Yea Networks podcasts represents a significant expansion of Gemini XIII's sales offering.
Gemini XIII will begin representing the Yea Networks podcast portfolio immediately.
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Tracy Walker Named 2026 MIW Speak Up! Mentee
| RADIO ONLINE | Tuesday, September 15, 2026 | 10:47am CT |
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Mentoring and Inspiring Women in Radio (MIW) has named Tracy Walker, General Sales Manager for Connoisseur Media in Saginaw, MI, as the 2026 mentee for its Speak Up! Mentorship Program.
Developed in partnership with Media Staffing Network and the late Laurie Kahn, Speak Up! is a year-long program for women working in any department at radio operations in small and medium markets. The mentorship focuses on building confidence, strengthening communication skills and helping participants use their voices effectively to advance their careers.
Walker leads sales strategy, team development and client growth for Connoisseur Media's radio properties and Connrex Digital solutions in Saginaw. A Saginaw native, she entered radio five years ago following 15 years in retail leadership.
Walker is also an Ambassador for the Saginaw County Chamber of Commerce and Chair of the Events Committee for the Home Builders Association of Great Lakes Bay Region.
"Learning to trust your voice and having the confidence to use it are essential parts of becoming a strong leader," said MIW Board President Sheila Kirby. "Tracy has already demonstrated a strong commitment to her team, her clients and her community, and we're excited to support her as she takes this next step in her professional growth."
Media Staffing Network President Lisa Fields said the program continues Kahn's commitment to helping women advocate for themselves, contribute their perspectives and ensure their voices are heard.
"I'm truly honored to be selected for the MIW Speak Up program," said Walker. "I'm grateful for the opportunity to grow, learn from accomplished women in our industry, and continue building confidence in my own voice and leadership."
RAB Launches Audio Marketing Certification Program
| RADIO ONLINE | Tuesday, September 15, 2026 | 10:55am CT |
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RAB has launched Audio Marketing Professional (AMP), a new professional education and certification program designed to help marketers, agency professionals, media planners and buyers better understand and use radio and audio advertising.
The self-paced program provides training on planning, buying, creating and measuring audio as part of an integrated media strategy. The curriculum covers broadcast radio and other forms of audio, consumer behavior, creative and sonic branding, measurement and effectiveness, and emerging industry trends.
Participants will also learn how to plan and optimize audio campaigns and use the medium beyond traditional commercials through experiential opportunities, influencer marketing and other approaches.
"Audio is a powerful part of consumers' daily lives, yet marketers have lacked a dedicated professional credential focused on how to use it most effectively," said RAB President and CEO Mike Hulvey. "AMP closes that gap with practical, actionable education that helps marketers make smarter audio decisions and deliver stronger outcomes."
The first class, "Introduction to Radio and Audio in All Forms," is available now. The approximately 54-minute course consists of 13 modules that participants can complete on their own schedules. After completing a quiz, participants earn a digital completion badge that can be used in email signatures and on professional social media platforms.
"AMP gives marketers and agency professionals a clear, practical way to deepen their understanding of audio and put that knowledge to work," said Jennifer Hungerbuhler, Chair of the RAB Audio Advisory Board. She said the curriculum reflects how media is currently planned and purchased while providing tools to use audio more effectively.
Additional classes will be added to complete the AMP curriculum. Participants who successfully finish all classes and assessments will earn the Audio Marketing Professional certification.
SiriusXM Puts SXM-11 Satellite Into Service
| RADIO ONLINE | Tuesday, September 15, 2026 | 10:40am CT |
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SiriusXM has placed its new SXM-11 satellite into operational service following the completion of in-orbit testing and handover by Intuitive Machines. SXM-11 is the most powerful satellite in SiriusXM's high-powered fleet and is designed to improve signal reception, expand coverage in Alaska and support the company's satellite radio service across North America.
"Bringing SXM-11 into service strengthens our next-generation satellite fleet and reinforces the long-term resilience of our network," said SiriusXM Chief Product and Technology Officer Sean Gibbons. He said the satellite will help provide reliable in-vehicle coverage in areas where cellular service may be limited, while SiriusXM with 360L combines satellite delivery with streaming features including personalization and interactivity.
Built on Intuitive Machines' IM 1300 satellite platform, SXM-11 weighed more than 15,000 pounds at launch. It stands 28 feet tall and spans more than 106 feet with its solar panels deployed. Operating about 22,000 miles above Earth, the satellite uses a 30-foot unfurlable main-beam antenna to deliver audio and data across an estimated eight million square miles.
"SXM-11 marks another milestone in our longstanding partnership with SiriusXM," said Intuitive Machines President Chris Johnson. The companies have built 13 spacecraft together.
SXM-11 also carries an additional communications payload intended to provide expanded WCS-band coverage. SiriusXM uses its satellite network for Marine and Aviation services as well, delivering weather and other information directly to pilots and boaters.
The satellite was launched aboard a SpaceX Falcon 9 rocket from Cape Canaveral Space Force Station on June 28. SiriusXM and Intuitive Machines subsequently completed commissioning and testing of the spacecraft and its communications systems.
SXM-11 is the 15th satellite launched for SiriusXM and will replace XM-5 as part of the company's ongoing fleet-refresh program. SXM-9 and SXM-10 entered service in 2025, while SXM-12 is scheduled for launch in 2027.
Audacy Adds 'Platypus Economics' to Podcast Slate
| RADIO ONLINE | Tuesday, September 15, 2026 | 10:51am CT |
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Audacy has entered into a partnership to exclusively handle sales and distribution for economist Justin Wolfers' podcast, "Platypus Economics." The podcast examines the economic forces behind news, culture and everyday decisions, with Wolfers seeking to make economic concepts accessible and useful to a broad audience. New episodes are released several times each week and are available on YouTube and major podcast platforms.
Wolfers is Professor of Economics and Professor of Public Policy at the University of Michigan and a Visiting Professor at the University of New South Wales in Australia. He is also a frequent television and radio commentator and has been called "Cable's Favorite Economist" by The New York Times.
"Platypus Economics" is part of a broader digital media venture from Wolfers that includes YouTube, newsletters and social platforms. The addition expands Audacy's portfolio of business, financial and economics programming.
"I want to teach the world economics," said Wolfers. "We all have a different theory for what ails us, but mine is that if most people knew a bit more economics, they could live better, richer, fuller lives. Partnering with Audacy gives me the opportunity to take that mission to a far-reaching, engaged audience."
"Justin has a unique gift for translating economic ideas into the everyday -- he's the relatable expert every curious listener wishes they'd had in their college econ class," said Audacy Head of Podcasts Leah Reis-Dennis. She said the company plans to expand Wolfers' audience while connecting the show with advertisers seeking to reach its listeners.
Wolfers earned his Ph.D. in economics from Harvard University in 2001 and his undergraduate degree in Economics from the University of Sydney in 1994, where he received the University Medal. He also writes for The New York Times and is an award-winning teacher.
Initial Digital negotiated the agreement on behalf of Wolfers.
Premiere, Buzz Knight Launch 'Jersey Made' Podcast
| RADIO ONLINE | Tuesday, September 15, 2026 | 10:59am CT |
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Premiere Networks and Buzz Knight Media are launching "Jersey Made," a new podcast hosted by veteran media executive and consultant Buzz Knight that explores New Jersey's influence on American music.
The series debuts Wednesday, September 16, through iHeartPodcasts. The premiere episode features former NBC News anchor Brian Williams discussing his pride in being a lifelong New Jersey resident. The second episode features musician, singer and songwriter Brian Fallon, who reflects on the character and authenticity of New Jersey and its people.
"Jersey Made" traces the state's musical legacy from early 20th century crooners through rock, punk, hip-hop and global pop. The series will spotlight New Jersey artists including Frank Sinatra, Frankie Valli, Bruce Springsteen, Bon Jovi, Whitney Houston and SZA.
Through conversations with artists, producers, engineers, cultural commentators and New Jersey residents, the podcast will examine the people, places and moments that helped establish the Garden State as an influential force in popular music.
"Every day, I get to wake up and pursue the fine art of storytelling," said Knight. "I'm excited and grateful to begin this new chapter with Julie Talbott and her team at Premiere and iHeartPodcasts, and with the 'Jersey Made' team, led by Executive Producer Vinny Steves, as we bring New Jersey's musical legacy to life."
"New Jersey has produced some of the most influential artists and cultural movements in music history, and Buzz is uniquely qualified to tell that story," said Premiere Networks President Julie Talbott. "Through engaging conversations and rich storytelling, 'Jersey Made' celebrates the artists, innovators and communities that helped shape generations of music."
The new series joins Buzz Knight Media's iHeartPodcasts roster, which includes "Takin' A Walk," "Takin' A Walk Nashville," "Music Saved Me" and "Comedy Saved Me."
"Jersey Made" is distributed by iHeartPodcasts, with new episodes released Wednesdays on the iHeartRadio app and other podcast platforms.
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Scott Masteller to Retire from 97.5 The Fanatic
| RADIO ONLINE | Monday, September 14, 2026 | 11:04am CT |
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Beasley Media Group has announced that Scott Masteller, Program Director of WPEN-FM (97.5 The Fanatic) in Philadelphia, will retire December 31, concluding a radio career spanning more than 45 years.
Masteller joined The Fanatic more than three years ago and has played a key role in the sports station's programming strategy and on-air lineup. During his tenure, he helped assemble the station's current team of personalities and worked closely with its talent as a programmer and coach.
"Scott has brought tremendous knowledge, thoughtful leadership and a deep commitment to excellence to The Fanatic," said Beasley Media Group Philadelphia Vice President and Market Manager Paul Blake. "Scott was key in The Fanatic's growth, and he helped position the station well for its next chapter."
Beasley Chief Content Officer Justin Chase said Masteller strengthened The Fanatic during an important period in the station's development. Masteller will work with the company to help identify his successor.
A veteran programmer, air personality and radio executive, Masteller has spent much of his career specializing in spoken-word programming, particularly news and sports.
Before joining WPEN, Masteller spent seven years as Program Director of WBAL NewsRadio in Baltimore. While there, he also worked with several major sports properties, constructing and managing radio networks for the Baltimore Orioles, Baltimore Ravens and Navy football.
Earlier, Masteller spent 13 years with ESPN, including serving as Program Director of ESPN Radio in Dallas-Fort Worth and Senior Director of Content for ESPN Radio at the network's Bristol, CT headquarters. He helped develop on-air talent and contributed to programming initiatives in multiple markets.
Masteller's more than four decades in radio also included stops in Portland, OR; Salt Lake City; and Lexington, KY.
Tim Dukes Joins Collective Heads as Partner
| RADIO ONLINE | Monday, September 14, 2026 | 2:04pm CT |
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Collective Heads has named veteran radio programmer and media executive Tim Dukes as its newest partner, adding more than four decades of programming and senior management experience to the multi-platform consulting and marketing group. Dukes most recently served as President of Hope Media Group from 2024 until stepping down this summer. His tenure with the organization included serving as Chief Operating Officer following the 2022 merger that created Hope Media Group.
Before moving into executive management, Dukes spent 24 years on-air and in programming roles at several major radio brands, including WLUP (The Loop) in Chicago, WKLS (96rock) in Atlanta, KGB and KIOZ in San Diego, WEBN in Cincinnati, WFLZ (The Power Pig) in Tampa and Y107 in Nashville.
Dukes moved from radio programming into nonprofit management in 2011, becoming COO of a faith-based organization in Dallas. In 2015, he returned to broadcasting as General Manager of Contemporary Christian WayFM when it launched in Dallas-Fort Worth. He later added oversight of stations in Tennessee, Alabama, Kentucky and Indiana.
He was promoted to Chief Operating Officer of Way Media in 2020 and added interim CEO responsibilities the following year. Following the merger that formed Hope Media Group, Dukes became COO in 2022 and was elevated to President in 2024.
"My first day of retirement drove me crazy," Dukes said. "That's when Tim Richards called and asked if I wanted to join a circus. I said, I can juggle. Will that help?"
Collective Heads Ringleader Tim Richards said Dukes brings experience spanning programming, marketing, fundraising, sales and senior leadership to the organization. "He's well-respected, has a brilliant mind and a skill set that spans programming, marketing, fundraising, sales and senior leadership," Richards said.
Dukes also serves on the boards of Christian Music Broadcasters and the Library of American Broadcasting Foundation.
America's Morning News to Launch September 21
| RADIO ONLINE | Monday, September 14, 2026 | 3:09pm CT |
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A new nationally syndicated morning news program, "America's Morning News," will launch Monday, September 21, providing stations with a replacement option following the conclusion of "America in the Morning." The weekday program, produced by AccuMinute and distributed by Talk Media Network, will feature an hour of news, business, sports, entertainment and other information. A weekend edition is also planned.
The launch comes immediately after "America in the Morning" ends its run on September 18. Jeff McKay, Executive Producer of "America in the Morning," will move to "America's Morning News" in the same role.
Veteran broadcaster Rich Johnson will host the new program. Johnson brings three decades of experience as a broadcast anchor and correspondent.
"Stations shouldn't have to replace a decades-long show on a few weeks' notice," said Talk Media Network founder Josh Leng. "We are providing a smooth transition, with a strong brand for both mornings and weekend airplay."
"America's Morning News" will feed Monday through Friday at 5am ET via Talk Media Network's satellite system, allowing stations to automate playback or time-shift the program. An FTP download will also be available, and the show will be offered on a barter basis.
"Mornings are built on habits," said AccuMinute co-founder Gary Lee. "Our goal is to make America's Morning News part of that daily routine."
In addition to the broadcast hour, the companies plan to develop "America's Morning News" as a multi-platform information brand, with opportunities for additional audience engagement, local integration and monetization.
Audacy Study Finds New Rules for Podcast Advertising
| RADIO ONLINE | Monday, September 14, 2026 | 2:48pm CT |
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Audacy has released a new "State of Audio" report that challenges some traditional assumptions about podcast advertising, finding that audience trust, host expertise and engagement can be more important to advertisers than the sheer size of a show's audience.
"The New Rules of Podcast Advertising" finds that mid-sized podcasts can outperform celebrity-driven shows on advertising efficiency. Advertisers using mid-sized shows see a 22% lower cost per acquisition than those using celebrity shows, according to Podscribe data cited in the report.
Audacy says the results reflect a shift from simply buying reach to seeking influence. Its 2026 Power of Influencers study found podcast listeners are 27% more likely to be influenced by topic experts than by well-known celebrities. The report says smaller and mid-sized shows can develop particularly loyal communities in which host recommendations carry greater weight.
Podcasting's audience is also becoming younger. The report says 64% of Gen Z listeners now consume podcasts monthly, while Gen Z and Gen Alpha are projected to account for 40% of podcast listeners by 2029. Gen Z is also forecast to overtake Millennials as podcasting's largest generation by the end of 2026.
Video is becoming an increasingly important part of that ecosystem without replacing audio. Edison Research data cited by Audacy finds 57% of Americans both watch and listen to podcasts, compared with 21% who listen but do not report watching and 2% who watch but do not report listening.
The report also examines the growing role of artificial intelligence in podcast production. Audiences are more receptive to AI when it is used behind the scenes for tasks such as research, transcription, production and targeting, but acceptance falls when AI replaces the human host or affects the personal connection between hosts and listeners.
Audacy says 56% of podcast consumers agree AI is a helpful tool for back-end podcast production, while 62% consider AI at least somewhat of a threat to podcast credibility.
The report concludes that the podcast advertising playbook is evolving from an emphasis on maximum reach toward trust, expertise and community, with advertisers increasingly looking at the strength of the relationship between creators and their audiences.
Download the report here.
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Beasley Deploys Futuri AI Platform Companywide
| RADIO ONLINE | Monday, September 14, 2026 | 11:24am CT |
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Beasley Media Group has deployed Futuri's TopLine Enterprise AI revenue intelligence platform across all of its markets under a multiyear agreement aimed at enhancing the company's sales process and providing local advertisers with more data-driven marketing strategies.
The companywide rollout gives Beasley sellers access to AI agents supporting prospecting, account research, outreach, meeting preparation, proposal development and campaign performance reporting. Sellers will continue to review and approve AI-generated research, recommendations and communications before they reach clients.
TopLine Enterprise combines Beasley's sales, audience, campaign and market intelligence with commercially available business and advertising data. The platform can then develop market-specific research and recommendations incorporating Beasley's radio, streaming, digital, event and creative offerings.
"Technology is most valuable when it helps our employees deliver greater value to our customers," said Beasley Media Group CEO Caroline Beasley. She said the system will allow sellers to spend less time on administrative tasks and more time building client relationships and developing marketing strategies.
The platform's AI agents can identify prospects, prioritize sales opportunities, research accounts, draft outreach and develop needs-analysis questions. Other capabilities include identifying potential co-op advertising funds, creating audio and visual spec spots, developing marketing plans and providing campaign reporting and measurement insights.
With appropriate notice and client consent where legally required, TopLine Enterprise can also record and transcribe meetings and prepare follow-up communications.
"We didn't buy a tool, we rebuilt the sales process around one," said Beasley Chief Business Officer Kevin LeGrett, who led in-market training during the companywide rollout this summer. "The AI does the preparation; our people own the relationship and the recommendation."
The agreement extends an eight-year relationship between Beasley and Futuri that also includes TopicPulse and Futuri POST.
Futuri CEO and founder Daniel Anstandig said Beasley's deployment differs from companies experimenting with individual AI applications by putting every seller and market on a single system covering the sales process from prospecting through campaign results.
Futuri launched TopLine Enterprise in June following a beta program with a major U.S. media company. The platform is designed to integrate an organization's own data, workflows and sales methodology with AI throughout the revenue cycle.
Study: ROI Focus Can Undercut Advertising Growth
| RADIO ONLINE | Monday, September 14, 2026 | 2:20pm CT |
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An advertising industry's increasing focus on return on investment may actually be working against sales and profit growth, according to research examined in a new Cumulus Media | Westwood One Audio Active Group blog post.
Pierre Bouvard, Chief Insights Officer of the Cumulus Media/Westwood One Audio Active Group, examines findings from a new study by marketing effectiveness expert Les Binet and Will Davis, "Go Big Or Go Home: How Small Thinking is Killing Advertising and What To Do About It." The research finds that since COVID, advertising ROI has increased 4% while profit generated by advertising has fallen 11%.
Bouvard says one of the central problems is that marketers frequently treat ROI as a measure of business growth. The report argues that ROI is instead an efficiency ratio measuring revenue or profit generated relative to advertising spending, while sales, profit and customer growth are measures of effectiveness.
The distinction can produce counterintuitive results. The analysis shows that campaigns generating lower ROI can produce substantially greater total sales because more money is invested. As advertising spending increases, total sales and profits can rise even as the resulting ROI declines.
Research from the Institute for the Practitioners of Advertising Effectiveness Databank cited in the report found advertising budget to be a much stronger predictor of profit than ROI. According to the analysis, 89% of the variation in profit is attributable to advertising budget and 11% to ROI, making budget roughly nine times more important.
The report also points to the importance of balancing brand-building and performance marketing. Research cited from WARC found that a 50/50 mix of brand and performance marketing produced 27% greater revenue growth after one month than an all-performance strategy. That advantage increased to 40% over periods of up to six months and 50% over the longer term.
Another key indicator is "share of voice," which compares a brand's advertising spending with total advertising spending in its category. The research finds that when a company's share of voice exceeds its market share, sales tend to grow. When the two are roughly equal, sales tend to remain stable, while a share of voice below market share tends to be associated with declining sales.
Binet and Davis recommend three approaches for determining advertising budgets: advertising spend ratios, task-based budgeting and share-of-voice analysis. The authors suggest the methods can be used together to develop a more informed advertising spending strategy.
Read the complete Audio Active Group blog post here.
Mission Media Launches Podcast Quality Score
| RADIO ONLINE | Monday, September 14, 2026 | 2:54pm CT |
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Mission Media has launched the Mission Media Quality Score, a new methodology within its proprietary Content Hub designed to help advertisers and agencies evaluate and curate podcast inventory.
The Quality Score evaluates podcasts using a range of factors measured over time, including total audience size, downloads, available advertising inventory, requested ad impressions, Apple listener ratings, listener reviews and the recency of published content.
Each show also undergoes Mission Media's ongoing invalid traffic verification process to confirm that the podcast is legitimate and reaching actual listeners. The combined measurements are used to classify inventory as Premium, Long-Tail or Unverified.
"For too long, terms like 'premium' and 'long tail' have been defined by perception, scale or who owns the inventory," said Mission Media CEO David Krulewich. "What's been missing is an objective measure of how audiences actually engage and how publishers protect those trusted relationships through finite ad allotments."
Krulewich said the scoring system is intended to identify quality programming regardless of publisher size, giving buyers a consistent way to compare podcasts across the broader marketplace.
The Quality Score expands Mission Media Content Hub's existing tools for evaluating podcast inventory, audiences, pricing, contextual relevance and campaign performance. The platform provides access to more than 500,000 podcast feeds, 400 audience segments and 600 content categories.
"We verify the inventory and evaluate the signals that tell us whether a show is active, legitimate and demonstrating meaningful audience engagement," said Alex Ham, Director of Ad Operations and Applied AI at Mission Media. He said combining those measurements into a consistent score should provide advertisers with greater confidence in the impressions they purchase.
David Feman, SVP of Global Media and Transformation at B&H Photo, said combining multiple quality signals with inventory verification provides advertisers with a clearer way to evaluate podcasting and make investment decisions.
The Mission Media Quality Score is available now through the company's Content Hub.
Magellan AI, Barometer Expand Podcast Partnership
| RADIO ONLINE | Monday, September 14, 2026 | 6:06pm CT |
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Magellan AI and Barometer have expanded their partnership to cover programmatic podcast advertising, with Magellan AI becoming Barometer's exclusive measurement provider for programmatic campaigns. The companies have worked together for several years on direct podcast campaigns. Under the expanded relationship, Barometer will provide pre-bid contextual targeting and post-bid brand suitability verification, while Magellan AI will measure campaign performance and attribution.
Barometer analyzes podcast content at the episode level to determine whether programming meets an advertiser's brand safety and suitability standards. Magellan AI then measures activity following ad exposure, including website visits and downstream conversions through pixel-based attribution.
The companies said combining those capabilities will give advertisers a unified workflow for evaluating brand suitability and measuring results across programmatic campaigns involving premium podcast publishers.
"Suitability decisions are media decisions, and media decisions get judged on outcomes," said Magellan AI CEO and Co-Founder Cameron Hendrix. "Barometer has the deepest read on what a podcast is about, and we have the deepest read on what it delivers. Buyers scaling into programmatic shouldn't have to give up either one."
The partnership comes as programmatic audio advertising continues to expand. According to The Trade Desk's second-quarter 2026 earnings call, programmatic audio was its fastest-growing channel for four consecutive quarters, recording double-digit year-over-year spending growth and outpacing connected TV, display and mobile.
Barometer's pre-bid targeting and post-bid monitoring capabilities are currently available across major demand-side platforms including The Trade Desk, AdsWizz and Basis, with additional integrations in development.
"Advertisers ask us two questions: how can we scale but ensure the placements are suitable for our brand, and how do we measure the impact of the campaign?" said Barometer CEO and Co-Founder Tamara Zubatiy. She said the expanded partnership allows clients to address both questions without combining separate solutions themselves.
BIA Raises 2026 Local Ad Forecast to $186.1 Billion
| RADIO ONLINE | Monday, September 14, 2026 | 4:59am CT |
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BIA Advisory Services has raised its 2026 U.S. Local Advertising Forecast to $186.1 billion, an increase of $1.6 billion from its April projection of $184.5 billion, with higher political advertising and continued mobile growth driving the revision. BIA's April forecast had projected $184.5 billion in total local advertising, including approximately $8.4 billion in political spending.
The updated forecast represents approximately 9% growth from 2025. Excluding political advertising, BIA now projects $176.4 billion in local ad revenue, up $300 million from its April estimate and 3.9% over 2025.
"Political spending came in higher than we anticipated in April, with most of the incremental spending flowing into TV OTA and TV OTT," said BIA Vice President of Forecasting and Data Analysis Senan Mele.
BIA now expects local political advertising to reach $9.7 billion in 2026, up $1.3 billion from its April projection. The firm said $1.2 billion of that increase is going to over-the-air television and TV OTT. The April forecast had anticipated about $8.4 billion in political spending across broadcast television, cable, CTV/OTT, radio and direct mail.
Legal Services was another notable change, with BIA raising its forecast for the category to $9.3 billion, 4.6% above its previous projection. Mele said law firms continue to invest heavily in linear and streaming television to reach large audiences and generate leads.
Mobile remains BIA's largest local media category and is projected to reach $45.3 billion in 2026, excluding political advertising, an 8.9% year-over-year increase. BIA defines its mobile category as locally targeted advertising delivered to phones and tablets, including search, display, messaging, video and native social advertising.
Looking ahead, BIA's initial 2027 forecast calls for $186.5 billion in total local advertising, essentially unchanged from 2026. The firm expects roughly $9 billion in underlying nonpolitical growth to nearly offset an $8.6 billion drop in political spending, which is projected to decline to approximately $1.1 billion in the off-cycle year.
Among categories expected to outpace the market in 2027 are real estate, up 9.8%; leisure and recreation, up 5.9%; automotive, up 5.1%; restaurants and food, up 4.4%; and financial services, up 3.7%.
"Political spending has accelerated the market and delivered a strong two-year period for broadcast and streaming video, but the more important story is what happens beneath that surge," said BIA Managing Director Rick Ducey. "Core categories continue to expand their investments across an increasingly diverse media ecosystem."
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