Radio’s digital future is filled with potential, but broadcasters must accelerate their transformation to fully capitalize on it. That was the message from a packed NAB Show 2025 session in Las Vegas, where the Radio Advertising Bureau (RAB) and Borrell Associates unveiled new research on the state of digital advertising in radio.
RAB President and CEO Mike Hulvey opened the session by stressing the need to evolve with advertisers. “It’s critically important for our success and our clients’ success. That’s where the magic happens—being successful for local clients.”
The data reveals that digital now accounts for 24% of radio’s total ad revenue, up from 20% during the pandemic. Yet only 28% of radio advertisers are buying digital from their stations, signaling what panelists called “enormous upside” for those willing to lean in.
Borrell Associates CEO Gordon Borrell noted that digital ad revenue surpassed $2 billion for the first time in 2024, but warned, “All of the growth is digital. Advertisers aren’t buying radio like they did five or ten years ago.” Borrell also revealed that streaming video advertising has overtaken audio as the top digital revenue source for stations.
Davis Broadcasting VP Greg Davis Jr. said success depends on digital training and support. “When we lose digital sellers, our account executives feel unequipped. So, they fall back on what they know—radio.”
Marketron’s Dustin Wilson added that radio’s deep advertiser relationships remain an advantage, but only if sales teams shift focus from tactics to business outcomes. Salem Media Group’s Linnae Young echoed this, saying, “Our most successful reps use every tool—radio and digital—to grow clients’ businesses.”
Panelists agreed that leadership buy-in is essential. As Borrell concluded, “The biggest mistake is underestimating the potential. Make digital as easy to buy as Amazon.”