Advertisers moving away from talk radio

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??

This is an open thread.

Comments

[TS]

I heard that earlier on Progressive Voices. David Bender was talking with the founder (or one of them) of air america and who is now supporting the online Progressive Voices at tune-in. He commented on the Limbaugh faux pas and said radio ads began dwindling after that.

Going after niche markets? Isn't that what radio does? If it weren't for corporate greed, radio would be doing just fine.

[Erictheeditor]

I've managed to keep listening to progressive talkers on the radio, despite the demise of 1090.

I listen to Ed Schultz on three different stations on my Internet radio at home in the morning.

The Stephanie Miller is on KLAY in the late morning. I live south of Seattle and near the Sound so I get it pretty well on my car radio,

Then Thom Hartmann is on KCIS from Bellevue Community College from Noon-3. He fits perfectly on community/public radio. They even have added features instead of commecials during the breaks.

There is a dead time between 3-4 and then Thom is on KLAY beginning at 4. Reception is more challenging after the sun goes down.

[Sinbad]

To a large extent we can pin the blame on the half-brain tied behind his back dude, Limbaugh. Yes, he resurrected radio talk and took it to a higher level, but he got so arrogant and into himself (probably why he couldn't stay married, also) that he started becoming a pariah for advertisers. Who wants their product/services touted by an idiot entertainer who offends daily. Thank you, Mr Limbaugh for taking the radio industry down with you.
[ps...to be fair, it was bound to die sooner or later due to the advent of higher tech media]

[GOPer]

Put the blame where blame is due. Not with Limbaugh, but with those damn progressives and their boycott ways.

[GOPer]

Something more important. News today that say 22 veterans are committing suicide everyday in America. This should not be happening. What in the world are the progressives doing to change this. Gun control? This news should be a lesson for 2016. Vote for someone who will take care of these veterans. Vote for the GOP. That know veterans and have taken care of them in the past.

[Walt]

You are amusing Gooper. And you have a short memory.

[DD]

Advertisers are leaving because of "both" sides. It just took a little longer to start effecting the "right" side. Please, lets don't be bias.

[Walt]

Name a lefty talker who has caused nationwide boycotting of advertisers and when did this happen?

[GOPer]

Obama today called for common sense measures to prevent gun violence saying if we can save one life we are obligated to act. Well Obama, by resigning you will save thousands so act fast before it gets out of hand.

[GOPer]

Walt, I've got a good memory. It's just yours that slipping. The progressives are sucking at preventing anything.

[DD]

Walt, you have to have nationwide advertising support to have a nationwide boycott.

[Cygnis Media]

Terrestrial radio is dying. License prices are dropping through the floor comparatively speaking, and ad dollars are disappearing. Making it worse, the same forces working against Rush Limbaugh are working against all political talk; advertisers are deciding not to support ANY political talk. The future of progressive radio is online, not broadcast. Be prepared to pay for it