The growth of remnant advertising suggests it's not just a fill-in for unsold inventory but a threat to a station’s entire rate structure with ad agencies starting to pile on and permanently disrupt the radio revenue model.
- Discounts between 40% to 70% off standard rates.
- Designed as a way to monetize unsold inventory to make up for the industry-wide decline in radio advertising.
- But something has gone amiss – ad agencies are having their way with radio stations who have become extremely dependent on remnant ad sales no matter what it is doing to their overall pricing structure.
- Here’s an aggressive “fire sale” call-to-arms by Mynt Agency to take advantage of radio while it’s down.
- And plans revealed to squeeze stations harder as their spot sales continue to decline.
Read the full article now
Recent Posts
- A New Frontrunner to Buy Cumulus
- Why iHeart Hasn’t Collapsed (Yet)
- Who’s Winning – Nielsen or Cumulus?
- The Unbeatable 18-34 Station
- The Equal Time Trap
- Radio as a Playlist
- The Disappearing Market Manager
- The Sudden Pivot to “Content First”
- The Company Cleaning iHeart’s Clock
- The End of Consolidation