MARKET SIZING
Optimized Budgeting & Resource Allocation
Challenge
Executive Leadership in a cross-media audio seller is concerned about revenue figures with assumptions around ad sales under-performance in a recovering market.
Solution
Guideline’s Spend and Pricing Data proves that the business actually slightly over-performed its media group or competitive set when it comes to terrestrial radio, while showcasing that their Digital Audio revenue lagged behind the competitive set.
Success
Guideline’s data guides the media owner acknowledging terrestrial radio sales have plateaued and there’s urgency in increasing budgets and resource allocation to Digital Audio product development and sales efforts, doubling down on the Podcasting front and introducing new data layers for enhanced targeting capabilities. Digital Audio sales grow +29% in a year, and the offsetting the organic and industry-wide declines of their terrestrial radio business.
A soft overall market in the analyzed period across all media affected Audio, with Digital Audio flattening after several quarters of strong growth, and terrestrial radio dropping at a double-digit level.
Within Digital Audio, Podcasting largely outperformed streaming, continuing the pattern of extraordinary ad spend growth in podcasts seen since 2020.
Digital Audio has grown from 19% share of all Audio to virtually half in just 5 years.
A competitive view of some of its competitors tells Guideline’s client that it has outperformed several of its key competitors growth-wise.
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