How important is trust in media? If it matters, then radio is in strong shape for the future. Katz Radio surveyed 1,000+ adults 18+ and discovered the medium is the most-trusted. 79% scored radio as either very trustworthy or trustworthy, just ahead of newspapers (77%), 16% higher than TV and magazines, and 3x better than social media (28%).
So this should make a big difference for the radio industry, right?
Not exactly.
Data has previously shown radio’s reach, affordability, and trustworthiness, yet the advertising business remains bullish on social media and less on radio. The IAB shared in April that total digital video advertising spend, including Connected TV, social video, and online video, is projected to grow 16% in 2024, nearly 80% faster than total media overall. One glance at Statista, eMarketer, Marketing Charts, Magna, etc., and you’ll find ad spend on social media platforms soaring while radio battles to show growth.
Which begs the question, why are marketers so invested in social media if public trust in it continues to decline? Furthermore, why are media groups so focused on platforms they rent space on when those very platforms are taking their ad dollars and audience?
Traditional media helped social media grow by using their airwaves and resources to build it, only to get burned. Facebook has especially damaged brands that helped drive audience to their platform. Publishers felt the sting of referral traffic rapidly decline in 2023. Facebook followed that up by shutting down its news tab in 2024. Media brands which previously relied on the platform to refer traffic continue to struggle today.
Just ten days ago, Axios CEO Jim VandeHei wrote a column sharing how his brand’s referral traffic from Facebook declined from 30% two years ago to 1% in May. He cited another story of the Washington Post losing half of its audience since 2020. VandeHei’s message was clear, social media is dying as a reliable source for readers, and though great reporting matters, it’s getting harder to reach people.
Facebook isn’t the only outlet creating chaos. TikTok generates massive amounts of views but is under attack from the government over security concerns. YouTube viewership continues to rise, but for outlets that prioritize print, that doesn’t help much. X changed its algorithm, and has since created bigger headaches for brands. I recently reviewed a few client performances, and impressions, link clicks, reposts, and engagements were consistently down.
Knowing what we know about radio’s trust and dependability, and social media’s lack of it, why doesn’t anything change on the advertising end? I’m not suggesting social media should go away or not be a big part of the mix. It should. I use social media frequently, enjoy it, and know its value. But I also understand how frustrating and misleading it can be. Radio and TV have been framed as outdated and less sexy, yet they are dependable, deliver large audiences, and are advertiser friendly. Social getting 11.6% more while radio and TV fight for 1-3% is foolish.
I wish I could tell you this was going to get better. I don’t expect it will. Just last week X said it would limit live streaming to those who pay for premium subscriptions. Expect it to get more complicated moving forward. Video remains a hit on social platforms, so those doing quality video work should continue to be seen. That is of course until social media makes its next change and limits reach while raising costs once again.
At some point, traditional media has to ask ‘how vital is it to be on here as much as we are’, and advertisers may want to look at the feedback being shared by consumers. Social media is a giant space, so it’s going to earn its share of the advertising pie. But shouldn’t audience trust matter? If so, radio and TV might be worth a second look. If the audience values and trusts it, maybe it’s time advertisers did too.
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BNM Summit College Contest
The 2024 BNM Summit comes to Washington D.C. on September 4-5, 2024 live from the Jack Morton Auditorium at George Washington University. Professionals across news/talk media will be in attendance, and we’d like to include a few college students in the room too. To qualify for free tickets, email JBarrett@sportsradiopd.com with the code ‘FREE TIX’ in the subject line. You must be an active college student to qualify for the contest.
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Thumbs Up
Jim Graci: Spending five decades in the radio industry seems impossible but Jim Graci loved his work and wanted to do nothing else. The veteran PD retired Friday, signing off at 104.5 WOKV in Jacksonville. I got to know Jim in Pittsburgh where he did a fantastic job at KDKA and 93.7 The Fan. He always conducted himself with class, led brands to success, and has earned the right to exit with his head held high. He now gets to sleep in, and enjoy life without chasing ratings and revenue. Congrats on a job well done my friend. You made a difference.
WFAN: Thirty seven years ago today, the nation’s first full-time all-sports radio station was launched in New York City. The Fan has featured some of the best talent in the industry during it’s history, and been a part of many memorable moments. Here’s to 37 more. Cheers, WFAN!
Jake Tapper and Dana Bash: Nearly 50 million people watched the Presidential debate on Thursday night. I was among them. Too often broadcasters inject themselves into the mix, but Tapper and Bash refrained from doing so. Instead, they stuck to the format. That allowed the audience to hear more of Joe Biden and Donald Trump. Some wanted Tapper and Bash to challenge the candidates more, but they were given a plan to follow, executed it, and allowed the two men running for President to be the focus. We need more of that, not less. Krystina Alarcon Carroll wrote an excellent piece on it. Click here to check it out.
Barstool Sports: The One-Bite Pizza Festival returns on September 14, 2024 at Randall’s Island Park in New York City. 5,000 fans attended last year, despite mother nature trying to rain on Barstool’s event. Dave Portnoy and his team have created a major hit, reminding us of the value of live events. Sports media brands could be doing their own versions of this too if they weren’t so risk averse. Tickets range from $150 to $1500, and can be purchased here.
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Thumbs Down:
NBC Sports: Artificial intelligence will be used more by outlets to support programming, but something feels wrong about NBC Sports using an AI version of Al Michaels on its Olympics coverage. It’s well documented that the two sides didn’t end their NFL partnership on a positive note, so to have this represent the next chapter of their relationship feels strange. It’s one thing when brands run voiceovers/voice tracking and you’re unsure if someone is live or taped. This time there is no suspense. You know Al is not there. Kudos to 93.7 The Fan in Pittsburgh’s afternoon show, which turned the NBC-Michaels story into good conversation.
590 The Fan KFNS: I haven’t worked for KFNS in 16 years so I don’t know the current regime but the decision to eliminate all local shows, which BSM reported first, is shortsighted and foolish. It won’t improve revenue or interest, and without talent, the brand’s sale value decreases. 590 has had 5-6 owners in 20 years, and the story is always the same, the station exists but can’t thrive. Owner Dave Zobrist blamed it on a lack of national business. That’s part of this problem. Sports radio’s top brands struggle to deliver national dollars. If you buy a low rated AM outlet, and expect national dollars to follow, you’re dead on arrival.
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Jason Barrett is the Founder and CEO of Barrett Media. The company launched in September 2015 and has provided consulting services to America’s top audio and video brands, while simultaneously covering the media industry at BarrettMedia.com, becoming a daily destination for media professionals. Prior to Barrett Media, Jason built and programmed 95.7 The Game in San Francisco, and 101 ESPN in St. Louis. He was also the first sports programmer for SportsTalk 950 in Philadelphia, which later became 97.5 The Fanatic. Barrett also led 590 The Fan KFNS in St. Louis, and ESPN 1340/1390 in Poughkeepsie, NY, and worked on-air and behind the scenes at 101.5 WPDH, WTBQ 1110AM, and WPYX 106.5. He also spent two years at ESPN Radio in Bristol, CT producing ‘The Dan Patrick Show’ and ‘GameNight’. JB can be reached on Twitter @SportsRadioPD or by email at Jason@BarrettMedia.com.
