As broadcasters plan for the new year, one thing is clear: Setting and sticking to a digital strategy is no longer optional. Whether you are a television or a commercial, Christian, or public radio station, the marketing landscape has changed dramatically in every market, large and small. Many veteran sellers and managers are facing the same set of hard truths that define today’s revenue reality:
1. All of your clients are buying digital
There are virtually no businesses left that do not use digital in some form. Whether it’s passive engagement through social media or active participation through self-service SEM, every growing business is distributing its message digitally.
2. Most of your clients are spending more on digital than on broadcast
Across nearly every research source and on main streets throughout the Midwest, the story is consistent. Traditional advertising now makes up only a fraction of most businesses’ marketing budgets. Digital is no longer a supplement; it’s the foundation.
3. New advertisers with the biggest budgets may not fit the traditional broadcast profile
Since 2020, a wave of new businesses has emerged, and most of them started marketing digitally from day one. You won’t see ads for bridal shops, ball-bearing suppliers, or ballet schools on the 6 o’clock news or during “The Hot 8 at 8.” They’re targeting their messages to specific, high-probability customers—and only to them.
4. Your owned and operated (O&O) digital is not enough
Even your best-performing station website or app can’t reach every niche audience your advertisers need. That’s why the biggest media companies rely on programmatic advertising to extend campaign reach and precision. A smooth jazz station might have devoted fans, but not enough subcontrabass saxophone players to make a woodwind sale campaign work. Those impressions have to come from third-party ad networks that aggregate relevant audiences across the web.
5. Your clients expect more data
Every digital campaign recap comes loaded with analytics. It’s how clients justify their spending, and it has become the norm across the marketing world. For broadcasters, this means recaps must include clear, data-driven storytelling that quantifies ROI or ROAS for both digital and broadcast components. The stronger the data narrative, the more credible and indispensable you become to the client.
For some, these realities are already part of everyday sales life. For others, they signal that the clock is ticking on digital transformation. Either way, now is the time to evaluate your 2026 strategy, build your plan, and make sure your team is ready to compete in a marketplace that is increasingly digital-first.
One final thought: Traditionally, sales teams have gone after “radio” or “television” advertisers – that was the criteria to be pitched. The reality is there are infinitely more businesses that don’t spend their marketing dollars on traditional media because of the reasons noted above, or more likely, they are in the business-to-business category and don’t need to cast a wide net.
This B2B category is a lucrative opportunity for broadcasters with digital products to sell, allowing them to tap into these huge amounts of dollars that will never be in the form of a :60 or a :30. This represents the next big growth opportunity to be mined.
I’ve spent the last two years working with broadcasters of all sizes across the country develop their digital revenue strategy. There’s lots of success stories out there, and if you haven’t started, or your program needs a jump-start, the time is now to get started.
The WBA Digital Hotline is a free service of the Wisconsin Association of Broadcasters. If you have any questions about your digital program, reach out to Chris Brunt at Chris@jacobsmedia.com
Chris Brunt
Jacobs Media
