Media sales professionals are cautiously optimistic about 2026, according to the 2025 State of Media Sales™ Survey released by SalesFuel® in partnership with BIA Advisory Services. Now in its 13th year, the study examines the outlook, priorities, and challenges for media sales teams across television, radio, cable, print, out-of-home, and digital-first organizations.
Conducted in August 2025, the survey collected insights from 540 media sellers and managers representing traditional and digital-heavy companies. It highlights a landscape where innovation, emerging ad formats, and AI are reshaping how media sales teams operate.
Key Findings
- Optimism for Growth: 58% of media sales managers report being very or somewhat optimistic about revenue growth in 2026.
- AI and Automation Concerns: 40% of sellers cite AI and automation as top issues facing their companies over the next two years.
- CTV/OTT Leads Revenue: 53% of media sellers say OTT and CTV advertising currently generate the highest commissions and bonuses.
“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 C. Lee Smith, Founder and CEO of SalesFuel. “From AI integration to emerging sales channels, this year’s data shows that media sales professionals are focused on innovation as much as revenue.”
Verticals Poised for Growth
Sectors such as political advertising, home improvement, entertainment, and senior living are emerging as lucrative markets, particularly for radio sellers. The survey also reveals evolving strategies for selling traditional media while capitalizing on digital-first approaches, reflecting broader shifts in consumer engagement and advertising behaviors.
Technology Driving Change
AI is emerging as both a challenge and an opportunity. While some sellers are concerned about automation impacting their roles, many are actively integrating AI tools into daily workflows to streamline lead generation, audience targeting, and campaign measurement.
“Amidst the rapid evolution of the media landscape, embracing new technologies and methods is essential for sales success,” said Christina Hurley, VP of Sales at BIA Advisory Services. “The results from this year’s survey indicate that media sales professionals are not only addressing today’s challenges but are also actively influencing the future of the industry.”
