MIW Releases '24 Gender Analysis Study

The MIW 2024 Gender Analysis Study, conducted by Mentoring and Inspiring Women in Radio, Inc. (MIW), is an annual report that tracks the representation of women in leadership roles within the U.S. radio broadcasting industry. 

The study analyzes data collected by PrecisionTrak from 11,215 AM and FM radio stations across the country as of December 31, 2023. It focuses on three key management positions: General Manager (GM), Sales Manager, and Program Director/Brand Manager, providing insights into the progress of female leadership in radio.

Key Findings from the 2024 Study:

General Manager Roles:

• In 2024, women held 21.67% of GM positions (approximately 2,430 stations), a slight decrease from 22.17% in 2023.
• Despite the dip, this figure reflects significant growth from 2004, when women accounted for just 14.9% of GMs.
• In the top 100 markets, women managed 22.92% of stations, also down slightly from 23.96% in 2023 but still above the national average.

Sales Manager Roles:

• Sales management remained the strongest area for women, with 35.67% of stations (around 4,000 stations) having a female Sales Manager in 2024.
• This represents a notable increase from 34.37% in 2023, highlighting continued opportunities for women in this sector.

Program Director/Brand Manager Roles:

• Women programmed 11.50% of stations (approximately 1,173 stations) in 2024, a figure that remained essentially flat compared to 2023.
• In the top 100 markets, female Program Directors dropped to 10.14%, a decline of over 3% from 2022, underscoring persistent challenges in this area.
• MIW identifies this role as the "greatest challenge" for women in radio management.

Broader Context and Insights: The study reflects a mixed picture: while women have made gains in sales management, progress in programming remains stagnant, and GM representation saw a slight decline.

Ruth Presslaff

Historically, the MIW Gender Analysis Study, which began in 2000, has shown slow but steady growth in female leadership. For instance, the GM percentage has risen from 14.9% in 2004 to 21.67% in 2024, though recent years indicate a leveling off.

MIW Board President Ruth Presslaff emphasized the organization’s commitment to fostering change through mentoring initiatives, acknowledging the unique challenges women face in the industry amid a shifting media landscape.

Significance: The 2024 study highlights both achievements and ongoing hurdles for women in radio. Sales management stands out as a bright spot, while programming roles continue to lag, suggesting a need for targeted efforts to boost female representation in creative and decision-making positions. The data serves as a benchmark for the industry, encouraging radio companies to prioritize gender diversity in leadership.

This information is based on the latest available data from the MIW 2024 Gender Analysis Study as reported on March 7, 2024, aligning with the current date of March 7, 2025, and reflects the most recent full-year analysis available.