Interesting point, I'm not sure how and why radios would be selling digital ads. I don't know how it is where you are, but here in Bulgaria, digital is underutilized so it's really cheap and TV, print and radio is still hugely overpriced. But both a ton of small businesses and ton of the largest businesses don't have a clue about digital and the people who understand it (and have the business and budget) are making a killing. Small business just don't have a clue and the execs in the huge businesses don't want the accountability of digital because it allows for clear ROI assessment which can highlight if their performance is good or bad. For them it's much easier to just throw tons of money at TV and tell their bosses, "See, we're on TV. I deserve my salary." And the people working in advertising agencies would always prefer selling the more expensive product that is supposedly more difficult to get into because they can bloat budgets and then bloat their own commissions with low accountability so they can always appear to be doing a good job too.