The Radio Advertising Bureau (RAB) and BIA Advisory Services have revealed a new report that shows just how much the radio industry can expect in advertising revenue in 2025.
According to the projections, local radio advertising revenue will hit $12.3 billion in 2025, covering both on-air and digital aspects of the business. Previously the two entities had forecasted that more than $2 billion in ad revenue would be spent with local radio on digital advertising alone.
“Local radio is undergoing a significant transformation,” said BIA Advisory Services Vice President of Insights and Analysis Celine Matthiessen. “The fusion of digital innovation with traditional broadcasting capabilities enables radio to uphold its crucial role in local market communications while creating new value propositions for advertisers.”
“Our continued partnership with BIA allows RAB membership insights into opportunity across local advertising categories,” said RAB CEO Mike Hulvey. “Broadcast radio and its digital assets can deliver the services that local businesses want and need to increase their sales revenue.”
Some local advertisers expected to see an increase in radio marketing in 2025 include quick-service restaurants, investment and retirement service providers, supermarkets, commercial banking, and hospitals, the report suggested.
Meanwhile, sectors like real estate development, full-service restaurants/bars, and mattress and sleep centers are expected to grow their digital radio advertising during the calendar year.
A webinar to discuss the latest projections from BIA Advisory Services will be hosted by the RAB on Wednesday, April 16th at 1 PM ET for RAB members.
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