The steady migration of advertising revenue away from traditional media has become one of the most urgent challenges facing the radio industry. As brands increasingly prioritise digital platforms, social media ecosystems, and data-driven advertising models, radio broadcasters across Africa are being forced to confront a pivotal question: where exactly is the advertising money going—and what must radio do to win it back?
This critical issue will take centre stage at the 7th edition of the Radio Broadcasters Convention – Africa 2026, taking place on 01–02 July 2026 at THE VENUE, GREEN PARK, Johannesburg, South Africa. Convened by Broadcast Media Africa, the convention will bring together key stakeholders from across the broadcasting and advertising value chain to interrogate the shifting dynamics of media investment and the future sustainability of radio.
At the heart of the discussion is a growing imbalance: while radio continues to command strong audience reach, deep community trust, and cultural relevance across the continent, these strengths are not being fully translated into advertising revenue. Instead, a significant portion of ad spend is being redirected toward global digital platforms that offer precision targeting, real-time analytics, and performance-based metrics—capabilities that many advertisers now prioritise.
The session, “Where Is the Advertising Money Going – And How Radio Can Win It Back,” will critically explore this disconnect. It will examine how evolving audience behaviours, the rise of on-demand content consumption, and the increasing dominance of programmatic advertising are reshaping the media buying landscape. More importantly, it will challenge broadcasters to rethink how radio positions itself within this new ecosystem—not as a standalone medium, but as part of an integrated, multi-platform strategy.
Industry experts will reflect on whether radio has been sufficiently agile in adapting to these changes, and what structural, technological, and commercial shifts are required to restore its competitiveness. From better utilisation of audience data and measurement tools to the development of innovative advertising formats and cross-platform offerings, the conversation will focus squarely on how radio can reassert its value to advertisers measurably and compellingly.
Commenting on the significance of the topic, Benjamin Pius, CEO of Broadcast Media Africa, said, “The movement of advertising revenue away from traditional platforms is not accidental—it reflects a broader shift in how value is defined in today’s media environment. Radio’s strength has always been its connection with audiences, but that alone is no longer enough. The industry must evolve to demonstrate measurable impact, embrace innovation, and integrate more seamlessly with digital ecosystems. This conversation is about confronting reality, but more importantly, about identifying how radio can reposition itself to reclaim its rightful share of advertising investment.”
As the African broadcasting industry navigates this period of transformation, the session is expected to provide both a reality check and a roadmap, offering practical insight into how radio can adapt, compete, and ultimately thrive in an increasingly fragmented, data-driven advertising market.
The Radio Broadcasters Convention – Africa 2026 remains a leading platform for shaping the future of radio on the continent, and this session stands out as a must-attend discussion for anyone invested in the medium’s commercial sustainability and strategic evolution.
