The pandemic put pressure on media budgets and changed users’ listening behaviors, forcing advertisers to restructure their audio strategies.

On today's episode, we discuss how the "Big Three" are driving the digital rebound, what we can expect from TV, and a step change for radio advertising. We then talk about the importance of YouTube recommending products shown in videos, consumer awareness of the sunsetting on third-party cookies, and how much Apple's privacy changes could affect Facebook's ad revenues. Tune in to the discussion with eMarketer senior forecasting analyst at Insider Intelligence Eric Haggstrom.

Inside Radio. Interactive Advertising Bureau (IAB). Kantar. Magellan AI. Triton Digital. WARC. Westwood One.

Our new estimates reveal far more aggressive declines, of 36.9% for print and 22.0% for radio. Print circulation came under obvious pressures, while radio suffered from the squeeze placed on it by the lack of global events like the Olympic Games and reduced spending power of the smaller businesses that local stations rely on.

A similar pattern was evident among radio listeners. As last year, nine in 10 internet users ages 55 to 64 polled in H1 2020 had listened to live radio in the prior month. But more than 82% of respondents 16 to 34 also tuned in to radio broadcasts. And the 35-to-44 age bracket registered the greatest penetration at 91.7%.

More people were listening to radio as well; 49.5% of internet users had tuned in to broadcast radio in the previous month, compared with 44.3% last year. Yet the 34 minutes spent with live radio per day was only about half the time spent with digital audio. More than 61% of internet users had read a print newspaper in the prior month, and 57.7% had read a print magazine.