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60% of SMBs Using AI for Marketing Tasks, Borrell Associates Data Shows

BNM Staff
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60% of SMBs Using AI for Marketing Tasks, Borrell Associates Data Shows

Borrell Associates has released a long-range forecast on why local advertising has become a harder sell. And the use of AI by Small and Medium-Sized Businesses (SMBs) has played a role in the difficulty.

In a webinar discussing the topic, Borrell Associates shared that roughly two-thirds of local advertising sales and managers have seen their positions eliminated in a decade.

Between 2014 and 2024, nearly 66% of sales agents and managers between newspapers, radio, television, and cable were reduced.

That figure comes from the U.S. Bureau of Labor Statistics.

The television industry was especially struck hard, with a nearly 70% decline between television and cable.

The decline of advertising sales agents and managers coincides with a rise in AI usage by local marketers.

According to figures released by Borrell Associaties, 60% of SMBs are now using AI for marketing tasks. Additionally, a rise in Marketing Managers has risen to nearly 400,000 employees in 2024.

Meanwhile, those advertising sales agents and managers have dwindled form 177,000 in 2010 to 119,000 in 2024.

“That’s what you got out there,” said Borrell Associates CEO Gordon Borrell. “An army three to one. Look back in 2010 through 2014 pretty even, slightly more ad sales agents and markers. Now? Three to one out there. They’re all probably about 22 years old, and they know a whole lot about Instagram Reels, and they do a lot of video production on their iPhones. I’m exaggerating, of course, but maybe not all that much.”

Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.

Barrett Media Welcomes David Hill and Bethany Kent as Music Radio Editors

Jason Barrett
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Barrett Media Welcomes David Hill and Bethany Kent as Music Radio Editors

In the Summer of 2025, I had to make a tough call. I gathered our troops and notified them that Barrett Media was going to cover Music Radio without an editor. To no surprise, Stephanie Eads, Dylan Barrett, John Mamola, Garrett Searight, and Andy Drake looked at me like I was nuts. How exactly would that work when the site owner and longtime sports radio pro, who is busier than ever, is also guiding it?

Quite honestly, I didn’t know if it would work either. But I knew we had to do something different. I’m in this to create impact, not just exist. You can’t do that without constantly making adjustments even when it creates temporary challenges.

Lessons Learned

Year 1 of covering music radio taught me that there is a healthy appetite for industry transactions, and we’ve done plenty of those stories, but there is far more to the music/radio industry than that. I’m interested in exploring topics that matter to programmers, executives, talent, sales and advertising professionals, artists and label reps, and having deeper, and more meaningful conversations about issues that affect radio and the music industry. Helping both sides requires celebrating, educating and challenging the industry by exploring issues on a deeper level.

Offering that type of content requires folks who know and love the game, have strong relationships, and deep knowledge of music and radio across multiple genres, markets and formats. An ability to write well and keep readers interested is also important.

I’ve shared this example before with my crew and folks we’ve interviewed, I’m not interested in being a destination site to learn that P-Diddy got arrested. Hundreds of outlets will have that story. If we try to do that we will fail. But I am interested in what the news means. For instance, if a thought leader can explain why an Urban/Hip Hop station should or shouldn’t play his music after he’s been arrested, that’s helpful and interesting to format folks. So is asking people in the format if they’re spending more or less time discussing it on-air, and explaining why. Reporting the news is fine, explaining why it matters is more important.

There are interesting stories and topics across all of radio and music. This isn’t just about an Urban/Hip Hop example. I use it to explain why it’s important to offer a strategy that is unique to your brand. Then comes finding the people who understand the mission, share similar vision, have passion and expertise, and possess the ability to communicate it consistently.

Making Strategic Adjustments

After moving away from a dedicated editor, we shifted our focus to adding columnists with great respect in the business, and writers with passion, knowledge and deep connections across the music industry. Enter Phil Becker, Keith Cunningham, Jim Ryan, Mike Stern and Terrie Carr alongside original columnist Kevin Robinson. Each has been awesome to work with. Their commitment to providing quality content consistently has helped us improve. If you’re not reading them regularly, you’re missing out. They are excellent communicators who love the industry and make our readers smarter.

After solidifying our columnists, we decided to stop cramming Music news into the Morning and Evening Edition newsletters. Instead, we would prioritize Music on its own with the launch of The Nooner. Unlike sports and news media, music radio doesn’t have 10-20 media stories each day. It can get lost in a crowd of sports/news content. We run into that issue sometimes on the website. The shift to deliver content 3x per week in a dedicated Music/Radio newsletter, including promoting stories from outside websites, has grown interest from music and radio pros. We’re planning to make the newsletter even stronger moving forward, so subscribe now if you’re not already.

Goals and Focus

Since changing our strategy, traffic has improved. In fact, we’re coming off of our best six-month run in the history of the brand. More importantly, connections inside music and radio have grown stronger. The Top 20 series was a bigger hit this year than last. Including our Music Radio writers on our video show, The 4-Cast, has let different audiences see and hear them. Conversations with label reps at CRS in Nashville showed great enthusiasm for what we’re building. Our first-ever Music Summit on Thursday, July 2nd in NYC is also attracting strong interest. That will help us take another step forward. Tickets are available here.

All of that is exciting and the reason why we do this. Money and traffic are nice, but for me, this is about connection, passion, and creating impact.

When people ask me what my goals are for Barrett Media, I never talk about growing revenue, web traffic or subs to our social channels, video shows or newsletters. We’d like to do all of that, but it’s first and foremost about delivering a product every day that media professionals, past, present, and future, respect, trust, and find useful. Whether someone works in music, news or sports, radio, TV, podcasting, advertising, research, tech, at a record label or performs on stage, I want every one of them to know that when they come here, we’ll make them think, and give them a deeper understanding of what’s happening inside the media industry. Being the most connected and invested person in media is a lofty goal but I don’t believe in aiming low.

Hiring 2 Music Radio Editors Instead of 1

Now that a strong crew of writers has been hired, and the newsletter strategy is better, it’s time to add steady support to the music radio division. John, Garrett and I interviewed 13 people for our Music Editor role during the past two months. We spoke to many smart, talented, and accomplished music radio folks, and that made the decision difficult. Narrowing a field from 13 to 4 is hard enough. Choosing 1 for a role that 4 can do is even harder. Making it tougher was that it became clear that adding one editor wouldn’t be enough.

So I started thinking about adding two people because I want to do this right. After going through the final conversations, I’m excited to welcome David Hill and Bethany Kent to our Music Radio team. They will serve as co-editors of our Music Radio coverage, adding daily news, regular columns and features, working with our writers, and contributing in the future to additional video projects. They start with us officially on May 1st with a few weeks of training prior to that. If you already know them or don’t, be sure to reach out and welcome them aboard. David is accessible by email here. Bethany is reachable here.

Introducing David Hill and Bethany Kent

David Hill‘s experience in music radio programming is extensive. He has led 101 The Fox in Kansas City, Big 105.9 in Miami, The Edge in Albany, NY and WMRQ in Hartford. He has also served as SVP of Programming for iHeartMedia Indianapolis where he also programmed Q95 and ALT 103.3, and SVP of Programing for iHeartMedia Portland. In addition, he enjoyed a twelve year run in Baltimore where he successfully guided 98ROCK and WBAL-AM. Hill’s radio career started in 1994 in Atlanta where he performed as an on-air talent and programming assistant.

“I’ve been chasing this since I was a kid in my living room with two turntables, a mic, and a speaker wired down the hallway, pretending to be Casey Kasem,” said Hill. “That love for music radio has never left me. I’ve been lucky enough to spend 30-plus years in radio, learning from a lot of great people and watching the industry change firsthand. Getting to be part of Barrett Media and cover music radio at a national level — honestly, I can’t wait.”

Bethany Kent is no stranger to the business either. She has worked in multiple markets for different radio groups, holding important titles throughout her career. From 2021 to 2025 she was Audacy’s Director of Music Initiatives where she worked across all formats, curating national content, contests, and tentpole events. She has also been the Marketing & Events Director for HOT 97 in New York, Promotions/Marketing Director for Wired 96.5 in Philadelphia, and has held a similar role at HOT 106 in Providence, RI.

“I’m incredibly excited to join Barrett Media and contribute to a platform that plays such an important role in shaping industry conversation” shared Kent. “Radio has always been a powerful force in building culture and connecting audiences, and I look forward to covering the stories, trends, and talent that continue to move the business forward. I’m happy to be joining the strong team Jason has built, and can’t wait to get started. And fair warning: look out for me in your DMs, inboxes, and popping up at events soon. I’m always ready to talk radio.”

Moving Forward

Adding David and Bethany will strengthen our daily news, columns, features, and original projects. It will help us with our future video plans too. I hope soon to add a Country columnist too, and possibly one more contributor. From there, it’s all about sharpening our focus to connect with each format.

Our music coverage starts first with radio. However, as you continue to follow us, you will see more stories in the future on artists, music labels, and other areas of the business that intersect. The road we’re traveling on has no end in sight, and I’m excited to explore. Thank you for taking the ride with us, and please connect with David and Bethany when time permits. Onward and upward we go!

Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.

Netflix Announces Hulk Hogan Documentary Series Debuting April 22

BSM Staff
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Netflix Announces Hulk Hogan Documentary Series Debuting April 22

Netflix is set to spotlight one of professional wrestling’s most iconic figures later this month. The streaming giant announced Monday that Hulk Hogan: Real American will debut April 22. The four-part documentary examines the life and career of Hulk Hogan, including what the platform says is his final recorded interview.

“Before he was Hulk Hogan, he was Terry Bollea,” the company shared in its trailer released Monday. “Uncover the man behind the legend — featuring his very last interview.”

The project marks the first major documentary release since Hogan’s death in July 2025. He died of a heart attack at age 71, closing the chapter on a career that helped transform professional wrestling into mainstream entertainment.

The series will feature several notable voices tied to Hogan’s career. Among them are reportedly longtime manager Jimmy Hart, rival Bret Hart, and fellow New World Order member Kevin Nash. Hogan’s ex-wife, Linda Hogan, also appears.

Hogan’s influence on the industry remains difficult to overstate. He rose to prominence in the 1980s and became the face of WWE during its national expansion. Working alongside Vince McMahon, Hogan helped drive the company’s growth beyond regional territories.

As a result, WWE gained a foothold across the country and redefined how wrestling reached audiences. Hogan’s charisma and larger-than-life persona fueled that rise.

The upcoming series aims to present both the public figure and the private individual. With never-before-seen insights and his final interview, the documentary offers a new perspective on one of wrestling’s most recognizable names.

Hulk Hogan: Real American premieres April 22 on Netflix.

Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.

ESPN Streaming First Season Of Rock League, Curling’s First Professional League

BSM Staff
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ESPN Streaming First Season Of Rock League, Curling’s First Professional League

Rock League is set to bring professional curling to a wider audience in the United States through a new streaming partnership with ESPN+. The league announced Monday that its inaugural 2026 season will be available on the platform, beginning with its first event in Toronto.

Competition gets underway today at noon ET at the Mattamy Athletic Centre. The weeklong event will conclude with championship matches scheduled for Sunday at 4 p.m. ET.

Rock League’s debut arrives shortly after the 2026 Winter Olympics and features a deep pool of international talent. According to the league, 39 participating athletes competed in the Winter Games, including 25 medalists. In total, 60 players are part of the opening event, with 36 Grand Slam champions representing 12 countries.

That level of participation underscores the league’s goal of unifying elite curling talent under one umbrella. It also offers American audiences consistent access to high-level competition, something the sport has historically lacked outside of major international events.

“We built Rock League to showcase the best men’s and women’s curlers on the planet,” said Nic Sulsky, co-founder and CEO of The Curling Group. “Coming off the 2026 Winter Olympics, the timing couldn’t be better for the launch of the sport’s first professional league. ESPN+ allows Rock League to grow its audience in America while delivering an optimal viewing experience.”

In addition to the on-ice product, Rock League has assembled a notable broadcast team. John Cullen and Tyler George will handle play-by-play duties. Analysts include Jennifer Jones, Joanne Courtney, Mike Harris and Chelsea Carey. Meanwhile, Devin Heroux and Matt Hamilton will serve as on-ice hosts, providing interviews and behind-the-scenes coverage during matches.

The league will feature six mixed-gender franchises competing throughout the seven-day preview season: Alpine Curling Club, Frontier Curling Club, Maple United, Northern United, Shield Curling Club and Typhoon Curling Club. Each roster includes five men and five women, with teams competing in men’s, women’s and mixed formats, along with mixed doubles.

This structure reflects a modern approach to the sport, emphasizing inclusivity and variety in competition. It also gives fans multiple formats to follow within a single event window.

Rock League is owned and operated by The Curling Group. With its ESPN+ distribution deal and an Olympic-caliber roster, the organization is betting on a global, franchise-based model. The goal is to elevate the sport’s profile and create new engagement opportunities for fans across North America and beyond.

Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.

UFC Journalist Luke Thomas Questions UFC Event At White House Logistics, Reception

BSM Staff
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UFC Journalist Luke Thomas Questions UFC Event At White House Logistics, Reception

Questions continue to surface ahead of the Ultimate Fighting Championship’s (UFC) planned event on the White House grounds, and one prominent voice is urging caution. During an appearance Monday on The Dan Le Batard Show with Stugotz, MMA journalist and Morning Kombat host Luke Thomas outlined several concerns about UFC Freedom Fights 250, scheduled for June 14.

The card, which features Ilia Topuria vs. Justin Gaethje and Alex Pereira vs. Ciryl Gane, represents one of the promotion’s most ambitious undertakings. However, Thomas questioned whether even the UFC can seamlessly execute an event of this scale at such a secure and symbolic location.

“Just on the logistical side, I honestly don’t know how they’re going to do it,” Thomas said. “I’m not saying they won’t pull it off. They’ve been pretty good about achieving logistical challenges, but on the security side of things, I just don’t know how this is going to work.”

The White House setting introduces a level of complexity that far exceeds a UFC traditional arena. Security protocols alone could impact everything from fighter movement to production timelines. In addition, Thomas raised doubts about one reported element of the broadcast.

Early discussions have suggested fighters could walk out from the Oval Office to the South Lawn for their entrances. While visually compelling, he questioned the practicality.

“We’ll see if this ends up being true,” Thomas said. “Fighters are going to walk out of the Oval Office onto the South Lawn, and that certainly creates a grand physical thing to show on television. But how are you going to do that with all of these managers, agents, and coaches? It just seems like it’s a lot. I don’t know how that’s going to work.”

Beyond logistics, Thomas also examined the broader implications for the sport. The UFC event coincides with the 80th birthday of Donald Trump and the nation’s 250th anniversary this year, adding political visibility to the promotion.

“They’re [MMA fans] looking at this as like, ‘We’ve arrived,’” Thomas said. “There is something to be said for that, certainly. But to me, the argument is you did that. You actually made that final ascent by making a partisan turn. In making that partisan turn, there comes a series of benefits, certainly, but a series of costs as well.”

Thomas added that increased political association could influence how UFC fans perceive the brand. He also suggested the sport already faces challenges that extend beyond a single event.

“I’m very curious to see in the end, depending on how much Trump magnification, the broadcast actually delves into what this does to the brand or the sport. Which, by the way, has some issues I would argue, even bigger issues beyond just the partisan turn it’s taken,” said Thomas.

Even so, the UFC continues to lean into bold, attention-grabbing concepts. A successful show at the White House would mark a historic moment for MMA. It could also redefine what is possible for live sports production.

Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.

Fox News, Candace Owens, Dan Bongino, Scott Jennings, Clay Travis Dot List for Highest Engagement X Accounts

BNM Staff
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Fox News, Candace Owens, Dan Bongino, Scott Jennings, Clay Travis Dot List for Highest Engagement X Accounts

Some observers have argued that the Elon Musk-owned X platform is now a conservative social media site. Some of the engagement figures for the likes of Fox News, Candace Owens, Dan Bongino, Scott Jennings, and Clay Travis show just how popular conservative-leaning accounts on the platform are.

Nate Silver compiled the data of the accounts with the highest engagement through the first three months of 2026. The figures show how prevalent conservative accounts have become on the platform.

Elon Musk has the most engagement of any account, with 251 million engagements. The next largest creators on the platform are Eric Daughert (109 million) and Gunther Eagleman (95 million), who both post conservative content.

Brian Allen is the largest liberal-leaning account on the platform. His account received 32 million engagements during the window.

The data from Nate Silver shows that there are nine conservative-leaning accounts above the first liberal-leaning account on the platform.

Of those affiliated with traditional, legacy, or digital media, Fox News saw 18 million engagements during the time period. Mark Levin saw 12 million engagements. Candace Owens was at 11 million, while Dan Bongino, Piers Morgan, and Scott Jennings each saw 6 million engagements, as did Nick Fuentes. Clay Travis earned five million engagements, as did Riley Gaines. The Daily Wire’s Matt Walsh had 11 million engagements.

Former MSNBC anchor Mehdi Hasan – who has since launched Zeteo — was one of the largest liberal-leaning creators on teh platform, with 18 million engagements.

Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.

WEEI’s Jermaine Wiggins: ESPN’s Troy Aikman Took Miami Dolphins Role To Take Shot At Dallas Cowboys

BSM Staff
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WEEI’s Jermaine Wiggins: ESPN’s Troy Aikman Took Miami Dolphins Role To Take Shot At Dallas Cowboys

Troy Aikman’s growing involvement with the Miami Dolphins continues to generate conversation across the sports media landscape, and WEEI’s Jermaine Wiggins offered a pointed perspective on the situation Monday.

Speaking on The Greg Hill Show on WEEI, Wiggins reacted to Aikman’s recent comments outlining his loosely defined advisory role with the Miami Dolphins. The Monday Night Football analyst acknowledged he plans to remain involved after assisting with the team’s general manager and head coaching searches. Wiggins believes Aikman’s dual role could create a unique competitive edge.

“It’s definitely an advantage to have,” Wiggins said. “It all comes back to what type of access is Troy Aikman going to get? Is he going to be able to go there and see Friday practice? Because if he is, he’s probably going to get some information that he can then get back to the Miami Dolphins.”

Wiggins noted that such access could lead to valuable insight. He also shared why he believes Aikman would take on such a role in the first place. Aikman has been open about why the Dolphins brought him into the fold, citing his relationships and access across the NFL.

Wiggins said that transparency is intentional, but not without motivation.

“He wants people to know how stupid the Dallas Cowboys are,” Wiggins said. “That’s the reason why he’s doing it. Anytime somebody says something, they want the world to know there’s a true meaning on why it is. The true meaning is, I can’t believe the Cowboys have never hired me to whatever this role is.”

Aikman spent his entire playing career with the Dallas Cowboys and won three Super Bowls with the franchise. Despite that history, Wiggins believes the current situation reflects lingering frustration over not being involved with the organization in a similar capacity.

In addition, Wiggins dismissed the idea that Aikman’s role is financially driven. Instead, he framed it as personal.

“It’s because of the Cowboys, that’s the only reason he’s doing it,” Wiggins said. “For Troy Aikman, it’s not about the money. It’s about he gets to walk around with the bragging rights to say you [Dallas Cowboys] should have did this for me.”

The situation has also raised broader questions about potential conflicts of interest. Aikman remains one of the top voices on ESPN’s NFL coverage while now maintaining ties to a specific team. Still, Wiggins views the move through a competitive lens. He believes Miami is simply leveraging every available resource as it looks to contend.

Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.

99.5 WRNN Adds Leanne Graham to Mornings Alongside Joe Catenacci

BNM Staff
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99.5 WRNN Adds Leanne Graham to Mornings Alongside Joe Catenacci

Former 99.5 WRNN morning host Leanne Graham has returned to the Myrtle Beach news/talk station.

Graham will co-host morning drive alongside Joe Catenacci. The show will continue to be produced by DJ Slide.

The move marks a return for Graham, who worked on the show from 2019 to 2021. She helmed that show with Dave Priest, who also served as the program director of the station. Priest exited the company in 2024 amid a round of layoffs at Dick Broadcasting.

“Just when I thought I was out, they pulled me back in,” said Graham. “But seriously, the path of least resistance has a funny way of surprising you. Never in a million years did I imagine my ‘restart button’ would lead me back on air—but I know it’s because it brought me home to my long-lost family at WRNN. I feel like the prodigal daughter finally finding her way back.”

“We’re excited to have Leanne back in the family,” added Operations Manager and Program Director Charlie Steele. “Her energy and personality will be a great addition to the show, and I’m excited to hear where Joe, Leanne, and DJ Slide take the show next.”

The Hot Talk Morning Show on 99.5 WRNN airs from 6-10 AM.

Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.

Bryson DeChambeau, Grant Horvat Team For Source Golf Network Via YouTube

BSM Staff
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Bryson DeChambeau, Grant Horvat Team For Source Golf Network Via YouTube

A group of golf’s most recognizable digital creators is coming together under one umbrella. Bryson DeChambeau and Grant Horvat are leading the debut of Source Golf, a new YouTube-based network designed to centralize popular golf content.

According to a report in the Sports Business Journal, the venture falls under the Source Media Group banner and also includes the Bryan Bros. The group has built sizable audiences online by blending instruction, entertainment and personality-driven storytelling.

Unlike traditional network launches, Source Golf will not require creators to produce new programming. Instead, the platform will serve as a hub that aggregates existing videos from its talent roster. That approach allows fans to access a wide range of content in one destination without disrupting the creators’ established channels.

Additionally, Source Golf plans to monetize through advertising tied to its YouTube distribution. The channel will remain free for viewers, a move that aligns with the broader shift toward accessible, ad-supported digital content.

The timing of the launch reflects a growing intersection between professional golf and the creator economy. Both the PGA Tour and LIV Golf have increased their focus on influencer-driven content in recent years.

The PGA Tour previously introduced a creator-focused event series to engage younger audiences and expand its digital reach. Meanwhile, LIV Golf has leaned into exhibition-style competitions featuring online personalities, aiming to blend entertainment with competitive play.

DeChambeau remains one of the most prominent figures in the space. His YouTube channel has attracted millions of subscribers, driven by long-form challenges and behind-the-scenes access. Horvat has also carved out a strong following with lifestyle-driven golf content, while the Bryan Bros continue to resonate with fans through trick shots and course vlogs.

As golf continues to evolve across both traditional and digital spaces, Source Golf represents another step toward blending competition, content and community into a unified experience.

Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.

Is It Time for Cumulus Media to Sell Westwood One and Walk Away?

Dr. Ed Cohen
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Is It Time for Cumulus Media to Sell Westwood One and Walk Away?

“The Nielsen Company (US) LLC is an undisputed monopolist.” That’s the opening line of the introduction to Cumulus’ latest filing against Nielsen in the U.S. Second Circuit Court of Appeals for the Southern District of New York.

Pretty straightforward, wouldn’t you agree?

If you’re new to this imbroglio, Cumulus sued Nielsen on antitrust grounds because the latter required the former to buy local data for every local Cumulus market. Otherwise, the company couldn’t have access to the entirety of Nationwide, a requirement for selling network radio. There is no other national radio product. Cumulus owns Westwood One, one of the two biggest radio networks.

I continue to run up the bill in my PACER account, which is how to get access to publicly available files from federal court cases. If you want some nice bedtime reading, relax with 57 pages of Hogan Lovells nonfiction work, which could be entitled “Nielsen Bad.”

The reason for this filing is that Judge Vargas, who gave Cumulus a qualified win over Nielsen in the original case, put the case on hold while Cumulus goes through its prepackaged bankruptcy proceeding in the Southern District of Texas Bankruptcy Court. This being the second time around in less than ten years, Cumulus knows how to get the process completed quickly.

While I’ve written previously about some interesting nuggets from the earlier filings, this one has a couple of tasty bites concerning how Nielsen operates, which I assume is based on the discovery process. Not quite TMZ quality, but still…

For example, Cumulus cites Nielsen documents that “included statements like, ‘[we] will drive local subscription through this network policy'” and the policy will allow Nielsen to “command subscriptions in local markets.”

Cumulus’ attorneys also reviewed some elements of the negotiations between the parties. Cumulus states that their people ran a financial analysis, which revealed that in some markets:

“The cost of Nielsen’s local radio ratings data had outstripped the value Cumulus would receive in advertising revenue.”

Let’s think about that statement for a moment. Cumulus determined that the value of Nielsen data in many of their markets doesn’t work on an ROI basis. The filing doesn’t go into the details of the company’s analysis, but let’s dig a bit deeper.

Per the Cumulus corporate website, the company operates in 84 markets. A few of these are small markets where Nielsen does not offer local ratings. We can surmise that Cumulus found Nielsen data to be at least a marginally good investment in perhaps 32 of their markets, because while the number is “blacked out” in the filing, one line is not: “Nielsen would only sell the ‘Swiss cheese’ version of Nationwide, which omitted data from Cumulus’s four dozen other local markets.”

There you have it. It doesn’t make financial sense for Cumulus to buy Nielsen data in a majority of their markets. Some of those markets are easy to identify.

For example, in Los Angeles, Cumulus owns KABC-AM as a standalone. Then there are some small markets that Nielsen continues to measure, but you can imagine that the dollar volume of ratings-based buys is limited compared to the cost of Nielsen data. If you’re not a fan of Cumulus, you might suggest that the company doesn’t know how to use the data to the best effect and could get more value from it. That’s fair, but still — 48 markets don’t make dollars and cents sense?

The Cumulus filing notes that the company still has access to Nationwide until September 2026. Even in bankruptcy — Cumulus’ filing tried to shift some of the blame on Nielsen, but the company’s approximately $700 million in debt was a far bigger factor. Cumulus is requesting that Judge Vargas’ decision be taken off hold and that Nielsen be forced to offer a “reasonable” price for a full Nationwide service along with a limited number of local markets. The rest of the markets would use Eastlan or go without ratings data.

There is another option: if Nielsen is so recalcitrant, why not sell Westwood One? If a buyer could be found that doesn’t own local stations, the problem goes away. Let’s face it: although Cumulus’ network business is not growing, it may still be profitable.

If you track the reported network revenue for Cumulus from 2021 to the present, you’ll find some disturbing trends. Full-year results show revenue down over 30% from 2021 to 2024. While Cumulus did not release a full-year 2025 report, we can view the nine-month performance.

From 2021 to 2025, revenue in the first nine months was down by over 43%. Another way to look at it is that 2021’s nine-month revenue was higher than 2024’s total year. Not exactly a growth business.

Someone else might find a new way to make the Westwood One business grow again — or maybe not. Regardless, is it time to get this issue out of the courts and move on?

Let’s meet again next week.

Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.

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