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FOR IMMEDIATE RELEASE
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RAB AND BIA ADVISORY SERVICES TO PRESENT 2026-27 LOCAL ADVERTISING FORECAST
Live presentation will examine radio revenue projections, leading advertising categories and new sales opportunities
NEW YORK — September 14, 2026 — RAB, in partnership with BIA Advisory Services, will present “Radio’s Next Chapter: The 2026-27 Local Advertising Forecast” live for RAB members at Noon CT on October 7.
The presentation will reveal BIA’s latest local advertising projections and examine radio’s position within the broader local media ecosystem. Attendees will learn which business categories are leading radio investment, where new opportunities are emerging and how over-the-air and digital radio are expected to perform in 2026 and 2027.
BIA projects local radio advertising revenue, including over-the-air and digital, will total $12.2 billion in 2026 including political advertising. The projection for 2027 is $11.4 billion. Radio remains the fifth-largest medium within the $186.1 billion local advertising marketplace.
Finance and insurance are projected to lead local radio spending in 2026, followed by retail, restaurants and food, automotive, and health care. The five leading categories are expected to remain unchanged in 2027.
“Local radio continues to evolve alongside advertisers,” said Michael Guerity, senior vice president of market intelligence and strategic communications at BIA Advisory Services. “This forecast identifies where opportunities are emerging across radio’s over-the-air and digital platforms. We look forward to giving sellers practical insights and tools they can use in their next client conversation.”
“This latest forecast gives RAB members valuable intelligence to help them identify opportunities and engage advertisers with greater confidence,” said Mike Hulvey, president and chief executive officer of RAB. “By understanding the categories driving investment across radio’s over-the-air and digital platforms, sellers can turn these insights into meaningful client conversations and revenue growth.”
Guerity and Senan Mele, vice president of forecasting and data analysis at BIA Advisory Services, will share custom radio data and analysis, category-specific sales strategies, client talk tracks and objection-handling guidance.
The presentation is available exclusively to RAB members. Registration is available HERE. The presentation will be available for download following the live event.
About RAB
RAB is the not-for-profit trade association dedicated to advancing America’s radio broadcasters. In support of its members, RAB focuses on driving revenue by promoting radio in all its forms. RAB enhances professional skills with services, resources and continuous training opportunities while supporting programs to attract and retain talent across the industry.
About BIA Advisory Services
Unlock your audio business's full potential with BIA, your trusted partner in local advertising. Our expert analysis, strategic services, and interactive platforms provide the insights you need to maximize revenue, gain a competitive edge, and navigate the future. We're dedicated to helping you capitalize on radio's opportunities. Let's build a custom success plan together. Reach out at advantage@bia.com or visit us at www.bia.com.
Contact info:
Press@rab.com
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