The RAB, Borrell Associates and Marketron have issued their 13th annual report tracking digital advertising revenue for radio. The report say that the industry hit $2.1 billion in digital revenue in 2024 accounting for nearly 25% of the average radio station’s total income.
The report says that digital growth is continuing to accelerate with a 9.7% increase projected for 2025, which would lead to an additional $206 million in digital sales. Streaming video has surpassed streaming audio as radio’s top digital product with social media and search engine marketing as other top investments. The report adds that 82% of radio stations are working to convert digital-only buyers into radio clients moving towards integrated sales approaches.
RAB President/CEO Mike Hulvey said, “We are proud of our continued commitment to provide these important insights for the radio industry. There are many revenue opportunities for broadcast radio companies and their sellers. As radio continues to diversify and strengthen its services portfolio, revenue gains are possible above broadcast radio advertising.”
Marketron CEO Jimshade Chaudhari commented, “This report delivers essential insights for radio broadcasters, highlighting the growing role of digital in driving revenue and advertisers’ results, strengthening local advertising. The local perspective makes these findings especially relevant, showing where stations can capitalize on new opportunities. We’re optimistic that local businesses are investing more of their dollars with radio companies and are committed to helping stations evolve, compete, and turn growth into lasting profitability.”
Borrell Associates Gordon Borrell adds, “We’re still seeing positive effects from the 2020 pandemic, when radio stations doubled down on digital initiatives. Stations are embracing digital solutions, training sales teams and adopting multiplatform strategies to compete in an evolving advertising landscape.”
A webinar highlighting the survey results will be aded available to RAB members and survey participants on Wednesday, February 19 at 1pm Eastern/10am Pacific. Interested parties can register at this link.
