Data shows 13% of local ad buyers under the age of 35 say they plan to steer more ad dollars into radio this year that compares to ad buyers between 35 and 44 years old, among which 11% say they are looking to increase their radio spending as well. And ad buyers 45 and older are the least likely to be planning radio budget increases. With 7% of marketers in that age bracket expecting larger radio budgets. The younger the buyer, the more likely they are to spend more money on radio advertising. Now you'd think younger marketing people might be more inclined to favor nothing but social media, and while they do favor social media, indeed, data now shows that they're more interested in older counterparts as well, including broadcast tv, radio, cable, and direct mail.

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