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February 17, 2021

The 2021 Mindset of Streaming Audio Buyers

Overview

This is the third report in our "2021 Mindset" series. It focuses on local businesses that are buying streaming audio advertising as found on podcasts, streaming radio, Pandora, Spotify, and elsewhere.  How many are buying it, and what do they typically spend?  What's different about these businesses?  This analysis is part of a series examining how local advertisers are approaching 2021. The findings in this 15-page report are drawn from Borrell's survey of 227 businesses that buy streaming audio spots.  It includes 20 charts and tables examining what types of businesses they are, what else they're buying, why some of them stopped buying streaming audio in 2020, and how their budgets are changing.  The report is free for Borrell subscribers, or $395 for non-subscribers.  An executive summary is available for free.

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