In the latest edition of Borrell Associates Chart of the Week, we notice with interest advertiser interest, and usage, of different media categories. Twenty of those categories are gauged according to a level of interest and use by local media advertisers. (Local Media Matrix: Usage & Interest in 2024, located HERE.)
Of interest to us is where streaming audio fits into the matrix. As shown above, streaming audio is lands in the Low Use / Medium Interest bucket. That implies future upside in usage, and an aspirational upside of interest.
Also interesting is how video fares in this reckoning. Unsurprisingly, the streaming video channel received high interest; perhaps more surprisingly, it gets low use.
Looking at radio, it falls into high use, with low interest from advertisers who don’t use it. Radio is profiled in the same group sas direct mail, magazine advertising, and newspapers.
The premium category of ad channels is high use plus high interest, and is populated by social media, search engine marketing, website ads, and events.
