Ever since Rush Limbaugh called Sandra Fluke a "slut" and listeners complained to advertisers, those advertisers have been heading for the exits. Controversey is a death-knell to selling to the public since across the dial there is something sure to piss off everyone. Radio Online reported recently:Almost one third of marketing professionals surveyed by Aquent and the American Marketing Association indicate plans to decrease their focus on radio and other traditional media, opting instead for a stronger presence on digital media. 28% of those surveyed said they they will shift away from radio, with 82% of respondents saying they plan to shift their focus to mobile media and 76% looking to social media.
The survey was conducted online within the United States by Inavero on behalf of Aquent and the American Marketing Association among 2,620 marketing professionals, from senior-level executives to entry-level marketers across a variety of industries and organization sizes. Marketing professionals working within agencies represented 24% of responses. Marketers from health-care, financial services, professional services, and retail, e-tail & distributors were also well represented, with each providing more than 15% of the total responses.
The survey was conducted between the Oct. 31 and Nov. 19, 2012. Respondents included marketing professionals on lists provided by both Aquent and AMA. With a pure probability sample of 2,620, one could say with a 95% probability that the overall results have a sampling error of +/- 1.9 percentage points. Sampling error for data from sub-samples is higher and varies.
Of course, this hurts all of talk radio as advertisers move away from everyone, regardless of political leanings. It is much safer to advertise on music stations where their audience target is more narrowly defined.
Has the free market spoken??