Digital advertising revenue has continued to grow in recent years, and in 2024, it eclipsed more than $2 billion says the Radio Advertising Bureau (RAB).
In total, digital advertising revenue hit $2.1 billion during 2024. That figure represents nearly 25% of all radio station revenue for the calendar year, according to the data compiled by the RAB and Borrell Associaties.
“We are proud of our continued commitment to provide these important insights for the radio industry,” said RAB President and CEO Mike Hulvey. “There are many revenue opportunities for broadcast radio companies and their sellers. As radio continues to diversify and strengthen its services portfolio, revenue gains are possible above broadcast radio advertising.”
The report adds that digital sales are projected to grow by $206 million 2025, up nearly 10% compared to the year prior.
“We’re still seeing positive effects from when radio stations doubled down on digital initiatives,” Borrell Associates CEO Gordon Borrell stated. “Stations are embracing digital solutions, training sales teams, and adopting multiplatform strategies to compete in an evolving advertising landscape.”
Additionally, the report shared that streaming video has passed streaming audio as the most desired digital product offered by radio stations for advertisers.
Despite the high dollar figures, there remain challenges for the radio industry. 71% of station managers rated their digital strategies as positive, with many pointing to a gap in expertise. Meanwhile, two-thirds of local advertisers have yet to purchase digital products from radio stations, showing that opportunities remain plentiful.
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