MIW Releases ’22 Gender Analysis Study
• Mentoring and Inspiring Women in Radio, Inc. (MIW) annually compiles and analyzes the number of women in radio broadcasting who are rising to the ranks of management. Data gathered for their annual MIW Gender Analysis Study specifically tracks the progress of female professionals holding General Manager, Sales Manager and Program Director/Brand Manager positions.
The figures and percentages shown below represent calendar year 2022 and are reflective of 11,215 AM and FM radio stations across America, as accounted for by PrecisionTrak as of Dec. 31, 2022.
• General Managers: 20.65% of stations had women holding the GM position in 2022, which is basically flat from last year but showing consistent growth from 2004, when the percentage of female GMs was 14.9%. In the Top 100 markets, 22.42% were managed by women, down almost a full point from 2021 but still higher than the national average.
• Sales Managers: Overall, the best management opportunities for women in radio continue to be in sales management — 33.45% of stations had a woman Sales Manager in 2022, about the same as 2021. In the Top 100 markets, the story is better: 38.05% had women serving as Sales Managers in 2022, up slightly from 2021.
• Program Directors/Brand Managers: The greatest challenge for women in radio management continues to be in the area of Program Directors/Brand Managers. Women currently program only 11.72% of stations versus 12.09% in 2021.In the Top 100 markets, female programmers represent only 13.93% of the total number of PDs/Brand Managers.
MIW Board President Ruth Presslaff said, “Historically we have celebrated modest to very modest gains. But this year we’re calling out to industry leaders to recognize the leadership, creativity and dedication of women broadcasters, particularly programmers, and put them to work improving your content, your culture and your cash flow.”
While overall, these past year’s figures are flat within the radio industry, it’s worth noting that a study conducted in late 2022 by The WICT Network, Empowering Women in Media, Entertainment and Technology, women working in the media, entertainment and tech industries have increased over the past few years from 33% in 2019 to 38% in 2022. It is the hope that the radio industry will better begin to mirror the continued growth of women in the general media space and provide an encouraging future for women in radio.
