CBS continues to command high ratings with its hefty primetime lineup including CSI, AFC football and its 60 Minutes. These high ratings will help keep advertising sales up as advertisers will flock to highly rated shows. Therefore, these higher ratings shows will help CBS bolster its revenues and climb its stock price back up.
CBS Radio will benefit from changes in format, selling of low-margin stations, and usage of new media to increase scope and reach. In February 2009, CBS Radio signed a multiyear sponsorship deal with concert-provider Live Nation. As part of the deal, CBS will help market Live Nation's 12,000 annual concerts as well as co-sponsor new events with Live Nation. This latest move into developing its radio segment proves that the company is creatively innovating into preexisting technologies in order to adapt to the changing advertising realm surrounding media like radio and tv. With a bolstered radio division, CBS will be able to capture more advertising revenue that it may be losing through other traditional channels like television.