Bloomberg: Audacy Gambled on CBS Radio Merger
A piece at Bloomberg by Ashley Carman looks at the $1.5 billion 2017 merger of Audacy (formerly Entercom) and CBS Radio and concludes that the deal has been a back-breaker for the company as Carman writes, “Now, six years later, Audacy is struggling under the weight of $1.92 billion in debt and shriveling demand for radio advertising, an industrywide plague.” The piece goes beyond just Audacy’s
financial struggles and looks more broadly at how radio as a legacy medium is facing “the same headwinds as other traditional media.” Carman adds, “Stations are losing their grip on younger audiences, and advertisers are tuning out. Fresh sources of revenue, like podcasts and streaming audio, are going to new contenders such as Spotify Technology SA or just failing to make up for the lost radio ad dollars.” The U.S. radio business has always touted its reach, but according to Lauren Russo, EVP at ad buyer Horizon Media, broadcast radio faces real problems. “The broadcast marketplace is extremely soft for ’23 and similarly for ’24. The overall audio ecosystem continues to grow from a streaming and podcasting perspective, but at the expense of broadcasts.” Read the Bloomberg piece here.
a net loss of $19.8 million. Cumulus reports in segments, and for the Q3 period total broadcast radio revenue was $146 million, down 17.4% from a year ago. Spot revenue was down 15.2% while network revenue declined 22.8% from Q3 of 2022. Cumulus’ digital segment reports revenue of $37.2 million, an increase of 6.6%, year-over-year. Cumulus CEO Mary G. Berner states, “Third quarter revenue and Adjusted EBITDA finished in line with expectations with results reflecting the continued dichotomy between local 
and national business lines. Despite the challenging environment, we maximized performance by 
segment’s total revenue was $223.4 million, up 4% over the same period in 2022. The company’s Multiplatform Group reports total revenue of $529 million (a decline of 7%) and that segment breaks down as follows: Broadcast Radio revenue was $383.2 million (down 7.7% from Q1 2022) and Networks reports revenue of $107.9 million (down 8.2% from Q1 of 2022). Chairman and CEO Bob Pittman comments, “We are pleased to report that our first quarter 2023 results were a bit above the high end of our Adjusted EBITDA and Revenue guidance ranges – and that more importantly, while both the macroeconomic climate and the advertising marketplace remain uncertain, the audio and digital advertising markets appeared to be stronger in the quarter than we had initially anticipated. We expect that our second quarter Adjusted EBITDA, while below 2022 levels, will be approximately double what we generated in the first quarter, and this, in combination with our Q1 first quarter performance relative to guidance, gives us confidence that our Adjusted EBITDA results will continue to improve throughout 2023, and that we will be well positioned to build further in 2024 in terms of revenue growth, profitability, and Free Cash Flow generation.”
own. It remains competitive with podcasts and DSPs (Digital Streaming Providers, such as Spotify, Apple Music, Pandora, and others) when consumers are in vehicles or public transit during the early morning and late afternoon commutes, and on weekends.” Respondents were asked to select a top preference from a list of audio entertainment choices and their top choices were (for morning commuters), broadcast FM/AM radio with 19% of the sample, followed closely by podcasts, with streaming coming in at third. The study indicates the competition is closer during the late afternoon commute, where podcasts and streaming barely eclipse radio as the top choice among commuters at 15% vs. 14% of the sample, respectively. And radio remains competitive as an audio entertainment favorite among listeners on the go during the weekend, sharing the top spot with DSP’s and eking ahead of podcasts. 
One thousand or so of the sellers that I mentioned sit in the multi-platform group, and they certainly sell all the assets we have. We have this mantra at the company that ‘Any seller can sell anything any day of the week wherever they live and work,’ and that has rung pretty true. That’s driven most of our growth in podcasting over the last two, three, four years at the company.” He also credits iHeartMedia’s history as a radio company with educating him about how radio personalities have developed the art of conversation. “But I have learned firsthand and talked a lot about the extent to which broadcast radio talent has honed this craft of conversation over the last hundred years and certainly the last few decades, and the extent to which that has driven our medium, just sheer talent hitting the medium, but also with an awareness of the medium.” 
podcasting, downloaded audio, smart speakers and other sources of audio content… Edison Podcast Metrics measures persons-based listening estimates using frequently updated surveys to provide a complete view of the rapidly growing podcast audience.” Jon Kaiser is head of Nielsen’s agency and advertiser-direct businesses and he says, “The media landscape is evolving quickly and agencies have a vital need to understand how all the media puzzle pieces fit together. Edison’s insights are best-in-class and Nielsen is excited to work together with them to provide media planners and buyers with deep insights into the total audio landscape and the rapidly growing podcasting audience.”
Why? Done right, it makes you special. Because new-tech audio competitors don’t do local news, and with most broadcast radio hours now robotic.
