Texas Stations Missing Out on Half of In-Market Digital Ad Dollars

posted on 7.06.2026

- Borrell Keynote, Workshops at 2026 TAB Show

Gordon Borrell reports that Texas Radio and TV stations are missing out on half of available in-market digital ad dollars – advertising that doesn’t go out of the market to Google, Facebook, etc.  Locking onto that revenue is the focus of his TAB Show opening keynote and the three 90-minute hands-on workshops he’s leading on both days of the Aug. 5-6 event in Round Rock/Austin.

“There’s twice as much money available to broadcasters in Texas than most broadcasters think in any individual market,” Borrell said.  “I’m going to talk about all the markets in Texas.”

Borrell’s four-part presentation is just one of several TAB Show programs centered on growing revenue which include:

•    Seth Resler’s From Audience to Community: A Smarter Revenue Model for Broadcasters
•    Jeff Schmidt’s AI, AI – OH!
•    Juan Galdamez’ Dayparts & Dashboard: Navigating Radio’s Big Data Moment
•    Both “Radio Gold Idea Exchange” sessions with Beth Mann of Edge Media and Tom McAuliffe of MyFMMedia.com
•    The panel presentation on Building a Podcast Studio: Scalable Solutions, Digital Revenue Driver
•    Regional advertisers’ panel discussion on How Local Radio/TV Fits Into Advertisers’ Go-To-Market Strategies

The remaining content for engineers, managers, and Radio program directors all address boosting stations’ financial success, from capital investments and facilities management to leadership, talent development and programming.

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“This is the best investment any broadcaster could make in their teams,” said Gerry Schlegel of LKCM Media Group in Dallas-Fort Worth. “We’ve built a top-notch program that’s affordable and time-efficient, focusing on solutions to actual challenges that all stations are facing.”

A “Mini-NAB”

Often referred to by delegates as a “Mini-NAB” – without the eyewatering costs of being in Las Vegas –  the TAB Show draws about 1,200 delegates each year with an agenda that contains more than 25 programs over two days and an exhibit hall showcasing the industry’s leading vendors where delegates can talk with vendors to troubleshoot concerns, test new gear, or plan new capital projects.  

Questions? Contact Oscar Rodriguez or call (512) 322-9944.

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