BIA Advisory Services has revised its estimate for 2023 U.S. Local Advertising Forecast, reducing it from $165.7 billion to $161.7 billion. The adjustment is attributed to a mixed start in the economy and tempered growth in digital advertising. Traditional media, including radio broadcasting, is expected to generate $84 billion, while digital revenue is projected at $78 billion, down from the previous estimate of $81 billion. Despite the reduction, radio digital revenue is predicted to experience a 4.1% increase for the year. BIA also adjusted expectations for various industries, including raising forecasts for the Auto category and lowering estimates for others like Online Gambling and Health & Personal Care Stores.