Commercial radio sales teams face fresh competition for regional ad dollars as Edison Research published its latest study showing continued growth in mobile spoken-word audio consumption. The data indicates that daily time spent listening to on-demand audio among adults 25 to 54 increased slightly over the past quarter, driven primarily by connected car integrations and localized regional podcast content.
For local directors of sales and account executives, the research highlights the necessity of bundling traditional broadcast airtime with digital audio streams and station-produced local podcasts during fall revenue planning. Local advertisers are increasingly demanding cross-platform campaign attribution, making integrated audio proposals vital for maintaining local market share against pure-play digital competitors. Station managers should equip sales teams with these audience metrics to defend broadcast core pricing while expanding digital inventory offerings.
Source: Edison Research