iHeartMedia's Jeff Cucinell on the Local-First Approach to Content & Partnering with the Olympics  | Variety Studio presented by Canva - video Dailymotion

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00:00I mean, this business, which used to be like entirely local, right, is now an increasingly

00:05national type of sale in some cases, I'm assuming.

00:08Yes.

00:09You know, we're still a local first company.

00:12We take pride in being in the communities, just as we mentioned.

00:15You know, a lot of really heroic stories coming out of what the tragic hurricanes that are

00:20happening in Western Carolina and also Florida.

00:24So there's a local first approach there.

00:26But we try to allow our local markets to also tap into some of the biggest IP that

00:30we partner with.

00:31There was a really good example this year, you know, NBCU tapped iHeartRadio to be the

00:35audio home of the Summer Olympics.

00:37It's one of the campaigns I'm most proud of.

00:40But also we allowed our local teams to tap into that IP at different price points if

00:44you're selling to clients, meaning that if I'm a local brand, I can attach a radio ad

00:49as part of our Olympics coverage.

00:50You're the coolest person in your town if you're able to run an ad alongside, you know,

00:55Team USA.

00:56So those are the important things to making sure we still have a local approach to all

01:00of the national promotion we do around some of the biggest events and biggest IP in the

01:05country.