A group of successfull professionals standing against a white wall. Happy business creatives laughing with each other.
As the radio industry navigates digital expansion, shifting ad budgets, and tighter teams, a new report from the Center for Sales Strategy reveals deep divides between leadership optimism and day-to-day sales realities.
The CSS 6th annual Media Sales Report, based on two national surveys of managers and salespeople, highlights what it calls a growing “vision gap.” While nearly three-quarters of managers (73%) report feeling optimistic about the future of media sales, only half of frontline sellers agree. That’s down 12 points from four years ago. Still, 64% of sellers say their company is a great place to work in sales.
Sales teams remain small, with 60% of managers overseeing fewer than 10 sellers and nearly a third (30%) managing only one to five people. Even so, 73% of managers say they plan to grow their teams in 2025, while just 2.5% expect any staff reductions.
Hiring has returned as the top challenge for managers, although the pressure appears to be easing. In 2023, 65% identified recruitment as their biggest issue; that number has fallen to 38% in 2025. However, new business development is gaining ground as a primary concern, with 32% of managers citing it as their biggest challenge—a sign that revenue demands are increasing even as team sizes stay modest.
Despite the disconnect in outlook, most salespeople report strong relationships with management. Sixty-two percent say they feel consistently supported, and 64% say they feel valued “all the time.” But nearly one-third only feel that way sometimes, and a smaller segment says they rarely or never feel that support.
One of the most significant changes revealed in the report is the shift in pay structure preferences. Just a year ago, 38% of sellers favored a 100% commission-based model. That number has dropped to 20% in 2025. Meanwhile, those seeking a pay structure with more than 50% guaranteed income have more than doubled—from 22% to 46%.
The complete findings are available now through the Center for Sales Strategy.