Continuing with our weekly series displaying BIA’s Radio Share of Wallet analysis, let’s now look at BIA’s estimates for markets 31 to 40 for 2021.
BIA’s new 2021 U.S. Local Ad Forecast estimates that revenue across all media will reach $137.5 billion and that radio’s share will grow to 9.2 percent. As you look at the estimates for these markets you will note that Raleigh-Durham, NC and Indianapolis, IN market are just below the national average and that Las Vegas, NV is significantly below the national average.
BIA maintains that radio operators should not only focus on direct radio competition, but on the full ad pie. To grow your revenue share in this challenging marketplace, focus on taking share away from other traditional media and continuing to grow your online revenue. Additionally, address the Google-Facebook duopoly in 2021 to capture more of the larger market opportunity and potentially tap into a steeper revenue growth curve.
BIA’s forecast estimates cover radio’s share of wallet for 95 business categories. This is critical to develop successful sales campaigns focused on the best opportunities. Contact us if you’d like to drill into a specific business category.
Markets 1-10
Markets 11-20
Markets 21-30
