BIA’s 2024 local ad revenue forecast was adjusted to $173.7 billion, a 9.5% year-over-year increase. Traditional media is expected to generate $88.4 billion, while digital media, including radio digital, is set to hit $85.3 billion. For 2025, digital media may surpass traditional media, with all media growing by 5.5% to $170.9 billion. Radio digital is forecasted to grow by 4.2%, driven by political ad spending and opportunities in automotive and real estate sectors.