RAB/BIA Webinar to Map 2025 Wins & 2026 Momentum

RADIO ONLINE | Tuesday, September 16, 2025 | 2:13pm CT

RAB and BIA

The Radio Advertising Bureau, in partnership with BIA Advisory Services, will host a live presentation -- "Finish 2025 Strong. Kickstart 2026 with Momentum" -- at noon CT on Wednesday, September 24. The session will spotlight BIA's latest U.S. Local Advertising Forecast and near-term opportunities for radio sellers amid shifting consumer sentiment and economic conditions.

BIA's Celine Matthiessen, vice president of insights and analysis, and Senan Mele, MBA, vice president of forecasting and data analysis, will unpack audience behavior and identify categories to prioritize for prospecting and marketing support. With BIA projecting $12.3 billion in local radio advertising revenue in 2025, the discussion will examine top spending verticals including Investment & Retirement Advice, Quick-Service Restaurants, Banking, and Hospitals.

The presenters will also flag categories expected to step up spending in 2025 -- such as Mattress & Sleep Centers and Warehouses & Supercenters -- and outline sectors likely to post gains later this year, offering immediate takeaways for Q4 planning. Additionally, BIA will debut key findings from its forthcoming holiday advertising report and share one-page prospecting sheets for Radio OTA and Radio Digital.

Registration is free for RAB members, and the presentation will be available on-demand. Register here.