BIA Advisory adjusts its projected U.S. local radio ad revenue for 2025 and concludes it will reach $12.3 billion (for both over-the-air and digital radio). Radio Advertising Bureau says it worked in partnership with BIA to conduct “a comprehensive analysis of the evolving radio landscape to help broadcasters navigate the economic environment of 2025.” Local radio ranks as the fifth-largest advertising medium within the
$171 billion local advertising marketplace. The study reveals that “key categories are driving investments in radio advertising: investment & retirement, quick service restaurants, supermarkets, commercial banking and hospitals. BIA VP of insights and analysis Celine Matthiessen adds, “Notably, hospitals are projected to be one of the top spenders in local radio advertising in 2025, according to our advertising forecast. As they allocate parts of their media budgets to Radio Over-the-Air (OTA), 
Radio Digital and other platforms like Connected TV (CTV), it’s evident that local radio continues to be a trusted and culturally relevant medium, especially in rural and remote communities.” RAB president and CEO Mike Hulvey comments, “Our continued partnership with BIA allows RAB membership insights into opportunity across local advertising categories. Broadcast radio and its digital assets can deliver the services that local businesses want and need to increase their sales revenue. Local businesses across sectors are dependent upon marketing professionals to help guide their growth. Understanding challenges of advertising categories and potential opportunities that exist is the value that this information brings to RAB members and to their prospective advertisers.” RAB and BIA will host, “Radio Ad Forecast 2025: BIA’s Latest Projections,” at 1:00 pm ET on April 16, for RAB members.
