The category of Traditional Radio Advertising refers to advertising broadcasting on the program service of a terrestrial radio station or network (terrestrial broadcast radio and satellite radio services in the U.S. and Canada).
This includes all types of radio advertising spot formats (e.g., classic spots, live reader, content spots, allonge spots). The segment includes direct (local) advertising, in which advertisers reach out to individual stations, as well as indirect (national) advertising, in which advertisers employ media buying agencies to manage their advertising purchases from individual stations.
Online radio advertising is excluded here.
All figures are based on net revenues and exclude agency commissions, production costs, and discounts.