""Political advertising will drive key spending this year. BIA projects approximately $8.4 billion in local political spending, creating substantial revenue opportunities across broadcast television, linear cable, CTV/OTT, radio, and direct mail.""
""Radio is characterized as a 'stable' medium - with additional opportunities emerging through digital audio, including streaming and podcasts.""
""BIA gives us two basic financial summaries: Traditional Media and Digital Media, illustrating how those two worlds add up to a whole marketplace.""
BIA Advisory Services revised its forecast for local ad revenue in 2026 to $184 billion, excluding political advertising, which is projected at $8.4 billion. This results in a total of $176 billion in expected U.S. ad revenue. Key spending verticals include travel, leisure, automotive, retail, restaurants, and essential services. Radio is noted as a stable medium with emerging opportunities in digital audio. BIA has also created a distinct category for Digital Out of Home media, separating it from traditional Out of Home advertising.
Read at RAIN News
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