Beasley Broadcast Group, Inc. (BBGI): Marketing Mix Analysis [Dec-2025 Updated]

You're digging into Beasley Broadcast Group, Inc. (BBGI) right now, and frankly, the story isn't the 54 AM/FM stations; it's the aggressive pivot to digital that's driving its near-term value. As a former head analyst, I see this clearly: their new digital-first promotion strategy is key to capturing higher margins, evidenced by the segment hitting a 28% operating margin on a same-station basis in Q3 2025, even while the overall net revenue for that quarter landed at $51.0 million. If you want to know if this strategic retooling is working, you need to see how Product, Place, Promotion, and Price are aligning to support this shift. It's a critcal time to map out the 4Ps.

Beasley Broadcast Group, Inc. (BBGI) - Marketing Mix: Product

You're looking at the core output of Beasley Broadcast Group, Inc. (BBGI) as they push through a challenging advertising environment by focusing on digital quality. The product here isn't a physical good; it's access to audiences across multiple channels.

The foundation of Beasley Broadcast Group, Inc. (BBGI)'s product offering remains its terrestrial radio footprint. As of late 2025, the core offering is 54 AM/FM radio stations operating across 10 large- and mid-size markets in the United States. These markets include Philadelphia, PA, Boston, MA, Detroit, MI, and Charlotte, NC, among others. While the company reported owning 55 stations as of May 2025, the Q3 reporting context centers on the 54 AM/FM asset base, especially considering asset sales activity. This traditional broadcast product reaches nearly 19 million unique consumers weekly over-the-air.

Beasley Broadcast Group, Inc. (BBGI) has built a multi-platform content delivery system to enhance this core reach. This encompasses the traditional over-the-air broadcasts, online streaming via their owned digital properties, and a growing library of podcasts. The company is actively working to integrate these channels, aiming to allow advertisers to buy inventory across audio platforms more seamlessly.

The clear high-growth product within the portfolio is Audio Plus, which represents a unified streaming solution. This product is showing significant traction; for the third quarter of 2025, Audio Plus revenue generated over $1.2 million. That figure represents a sequential growth rate of over 200% compared to the second quarter of 2025, showing advertisers are adopting this specific digital audio offering rapidly.

To give you a clearer picture of the revenue mix driving the strategy, here's how the key product segments stacked up in Q3 2025:

The digital solutions suite is broad, designed to capture shifting advertising spend. This is where Beasley Broadcast Group, Inc. (BBGI) is placing its bets for margin quality. These digital solutions span several areas:

• Web display advertising inventory.
• Targeted social media campaigns across platforms like Facebook and X.
• CTV/OTT advertising placements.
• A new self-service platform launched in Q3 2025 to simplify transactions.

The strategic imperative is definitely to scale these higher-margin digital products to improve the quality of earnings. This focus is yielding results in profitability metrics. For Q3 2025, the digital segment operating income reached 28% on a same-station basis, which management noted as the highest in company history. The overall digital segment margin stood at 21%. This contrasts with the overall company performance where total revenue declined 12.4% year-over-year to $51.0 million in Q3 2025, so the digital growth is critical to offsetting traditional softness. Finance: draft 13-week cash view by Friday.

Beasley Broadcast Group, Inc. (BBGI) - Marketing Mix: Place

The Place strategy for Beasley Broadcast Group, Inc. centers on maximizing the accessibility of its multi-platform content across its established geographic footprint and through optimized distribution channels.

Beasley Broadcast Group, Inc. owns and operates 54 AM and FM stations across 10 large- and mid-size markets in the United States. The geographic footprint covers major US markets like Boston, Detroit, and Philadelphia. This physical presence is the foundation for its distribution network.

Distribution is inherently multi-channel, blending traditional over-the-air broadcast signals with digital platforms like apps, X, text, and email. This dual approach ensures content reaches consumers whether they are in their cars or using mobile devices. Beasley radio stations reach nearly 20 million unique consumers weekly across all platforms.

Strategic portfolio optimization is a key component of managing the 'Place'-ensuring assets are optimally located and performing. This includes asset sales, such as the closed sale of WPBB-FM on September 29, 2025, for $8.0 million. Furthermore, agreements were entered into for the sale of Ft. Myers market assets, pending FCC approval.

The focus remains intensely local, which directly impacts where and how revenue is generated. Local market focus drives 79% of Q3 2025 net revenue via direct and digital sales. This contrasts with the traditional agency advertising market softness.

Here is a breakdown of the Q3 2025 financial distribution and asset activity:

The digital distribution channels are showing strong performance, which informs future placement decisions:

• Digital revenue increased 14.6% year-over-year in Q3 2025.
• Digital segment operating margin was 21% in Q3 2025.
• On a same-station basis, the digital segment operating margin reached 28%.
• The company aims for a digital revenue mix of 25-30% going forward.

The company's asset base, as of the Q2 2025 context, included 54 AM and FM stations. The sale of WPBB-FM for $8.0 million is part of streamlining operations. This focus on optimizing the portfolio is critical for maintaining market presence where it matters most.

Beasley Broadcast Group, Inc. (BBGI) - Marketing Mix: Promotion

You're looking at the promotion strategy for Beasley Broadcast Group, Inc. (BBGI) as they push hard into the digital advertising space. The guiding strategy is a formal digital-first approach for all business units. This isn't just talk; the numbers from Q3 2025 show a clear shift in focus and investment in digital channels to drive awareness and sales.

To support this pivot, the sales organization is aggressively retooling. They are adding dedicated digital AEs (Account Executives) and digital sales managers in markets to accelerate adoption and execution. This structural change is necessary because digital components are now required on nearly every advertising order; it's a defintely necessary shift to meet modern advertiser demands.

A major step in capturing more ad value was the pilot launch of a self-serve advertising portal in Tampa during Q3 2025. This platform lets small and midsized businesses plan and purchase digital campaigns independently across Beasley Broadcast Group, Inc.'s properties. With testing complete in Q3, they are preparing for a broader launch across more markets in the fourth quarter, aiming to simplify advertiser engagement through automation.

The results of this digital focus are showing up in the financials. Digital revenue accounted for 25% of total net revenue in Q3 2025. Here's a quick look at the digital performance metrics from that quarter:

Beyond the core digital platform, Beasley Broadcast Group, Inc. is seeing traction in specialized areas that support their promotional efforts. For instance, Audio Plus revenue reached over $1.2 million in Q3 2025, which was over 200% growth compared to Q2 2025. Also, the focus on direct relationships is paying off, as local direct revenue grew 3.5% year-over-year and now makes up nearly 60% of the total local business.

The overall promotional push is centered on these high-margin, direct-to-consumer channels, which are seen as more predictable than traditional agency advertising. The company is actively working to ensure its messaging and inventory access reflect this new reality. You can see the commitment to this strategy in the following operational focus areas:

• Guiding strategy is a formal digital-first approach for all business units.
• Sales organization is aggressively retooling with dedicated digital sales managers.
• Launched a self-serve digital platform pilot in Q3 2025 to capture more ad value.
• Digital revenue accounted for 25% of total net revenue in Q3 2025.
• Requires digital components on nearly every advertising order; a defintely necessary shift.

Finance: draft 13-week cash view by Friday.

Beasley Broadcast Group, Inc. (BBGI) - Marketing Mix: Price

Beasley Broadcast Group, Inc. (BBGI) pricing is fundamentally structured around the sale of advertising inventory across its audio and digital platforms. This involves setting rates for airtime spots on radio stations and impressions or packages for digital placements. The strategy is clearly pivoting to favor inventory that commands better pricing power and higher intrinsic profitability.

The impact of a soft traditional agency advertising market is visible in the top-line results. For the three months ended September 30, 2025, Beasley Broadcast Group, Inc. (BBGI) reported total net revenue of $51.0 million. This represented an 11.2% decline on a same-station basis year-over-year, reflecting continued softness in the traditional agency channels, including a reported 16% drop in national agency revenue.

Here are some key financial metrics from the third quarter of 2025:

The strategic shift is yielding margin benefits where the pricing is most effective. The digital segment operating margin expanded to 28% on a same-station basis in the third quarter of 2025, which is noted as the highest in company history. This high-margin digital revenue now accounts for roughly 25% of total company revenue, up from 19% a year prior.

To be fair, local direct sales and digital packages are priced to capture more value than national agency buys. Local revenue, which includes digital packages sold locally, accounted for 79% of net revenue in Q3 2025. Within that, local direct sales grew 3.5% year-over-year and now represent nearly 60% of the total local business, suggesting better pricing control and less reliance on the weaker agency pricing structures.

Cost discipline is a critical component supporting the effective pricing strategy by improving the quality of earnings. Beasley Broadcast Group, Inc. (BBGI) has a stated target of $25 million to $30 million in total expense reductions for the full year 2025 across corporate and station operating expenses. For the nine-month period ending September 30, 2025, total corporate and station operating expenses were down $15 million, or nearly $20 million excluding one-time items, showing tangible progress toward that goal.

You can see the focus on direct relationships and margin improvement in the sales mix:

• Digital revenue grew 14.6% year-over-year in Q3 2025.
• Owned-and-operated products represented roughly 58% of total digital revenue for the quarter.
• Station operating expenses were down 8% year-over-year in Q3 2025.
• Corporate expenses were down nearly 50% year-over-year in Q3 2025.

Finance: draft the Q4 2025 pacing impact on the full-year expense reduction realization by next Tuesday.