YOUNGER MARKETERS OPEN TO INCREASING RADIO, TV AD BUDGETS

“Younger marketing people may be more inclined to favor nothing but social media,” notes Matt Sunshine, CEO at The Center for Sales Strategy. Yet, while they do favor social media, Sunshine finds they may be interested in their older counterparts in good ol’ traditional, linear media channels.

That finding was shared in a “Chart of the Week” by Borrell Associates, focused on younger ad buyers’ plans. The data come from Borrell’s Spring 2025 survey of local ad buyers, of which 121 respondents were under the age of 35. And, when asked what types of media they plan to spend more on in 2025, they were more likely to increase broadcast television, radio and cable TV dollars. Interestingly, they were less inclined to add to the OTT/Connected TV spend.



Discussing the lesser interest in Connected TV and OTT commercials, Sunshine believes what might have caused this that their world “has been almost solely focused on digital media and they’re now interest in greater marketing diversity.”

However, that’s just speculation — and a great conversation starter for AEs when talking with new or returning clients.

Source: rbr.com