In addition to Matt’s post below, it is worth noting that a very high proportion — more than 75 percent — of radio advertising revenues are "local" in nature. This fact is sometimes underappreciated because the ad dollars flow from regional and national advertisers rather than small and medium-sized businesses. Nevertheless, "local" radio is a key component of the $110B local advertising market in the U.S.
The top three categories — retail, automotive and telecommunications — account for US$1.5 billion to US$2 billion dollars, or as much as 10 percent, of the radio ad business.
A more effective and efficient buying platform as Bid4Spots offers should be a shot in the arm to an ad category that has suffered in recent years.