SalesFuel®, in partnership with BIA Advisory Services, has released the results of the 2025 State of Media Sales™ Survey, revealing that 58% of media sales managers are either very or somewhat optimistic about revenue growth in 2026. Now in its 13th year, the study provides a detailed look into the outlook, priorities, and challenges facing media sales professionals across the U.S.
Conducted in August of this year, the survey gathered insights from 540 self-reported media sellers and managers representing television, radio, cable, print, out-of-home, and direct response sectors, as well as companies deriving more than 50% of their revenue from digital sources. The results highlight a cautiously optimistic industry outlook, with emerging opportunities in verticals such as political advertising, home improvement services, entertainment, and senior living—especially for radio sellers.
“Media organizations are adapting faster than ever, and this study captures how sellers are responding to the changing balance between digital and traditional media,” said SalesFuel Founder and CEO, C. Lee Smith. “From AI integration to emerging sales channels, this year’s data shows that media sales professionals are focused on innovation as much as revenue.”
Key findings from the 2025 State of Media Sales™ include:
• 58% of media sales managers express optimism about 2026 revenue growth.
• 40% of media sellers believe AI and automation will be among the biggest issues facing their company in the next two years.
• 53% of media sellers say that OTT/CTV advertising generates the most revenue in commissions and bonuses.
The study also explores how sales professionals are using AI in their daily work and how attitudes toward automation are evolving as part of broader digital transformation efforts. Additional insights include verticals with expected growth, perceiving challenges, and strategies for selling traditional media in today’s competitive marketplace.
“Amidst the rapid evolution of the media landscape, it’s clear that embracing new technologies and methods is essential for sales success,” said Christina Hurley, VP of Sales, BIA Advisory Services.
“The results from this year's survey of media sales professionals indicate that they are not only addressing today’s challenges but are also actively influencing the future of the industry.”
The complete 2025 State of Media Sales™ report, including detailed analysis and data by media type, is available now. For more information, visit https://salesfuel.com/audiencescan/soms/.
Custom data pulls of the study are available upon request by contacting Kathy Crosett, Senior Vice President of Research, at kc******@*******el.com. SalesFuel is also available to conduct customized research projects tailored to individual media companies and markets.
Study Methodology
The 2025 State of Media Sales™ study marks the 13th biennial survey and the 4th and collaboration between SalesFuel® and BIA Advisory Services. The survey was completed by 540 actively employed U.S. media sales professionals across broadcast TV, cable TV, radio, print, digital, direct response, and out-of-home categories. Respondents provided insights into projected 2025 revenue, expected growth sectors for 2026, and evolving perspectives on AI and automation.
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