Industry leaders are optimistic radio will return to growth in 2021 as the COVID vaccine slowly rolls out and Americans begin to resume activities put on hold for most of 2020. But the pace and magnitude of the turnaround are the subject of debate among senior radio execs. In addition, radio needs to diversify its revenue mix, they say, and rely less on a handful of categories that have long sustained it, to make for a more recession-resistant industry.
The FCC’s state-by-state license renewal cycle began in June 2019 for radio stations and in June 2020 for television stations. Radio and TV stations licensed