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Leading Local Insights Episode 11: Radio Moves on from Pandemic with a Focus on Digital

by | May 27, 2021 | BIA, BIA Podcast, Blog, Radio

Even while the country marches toward an economic recovery, the impact of the pandemic on the radio industry still continues to have an effect. However, there are several areas of good news for radio.

In the podcast, Radio Moves on from the Pandemic with a Focus on Digital, BIA’s Chief Economist and SVP, Mark Fratrik, Ph.D., looks at the state of the industry and what he expects for the rest of the year in terms of ad spending and revenue.

In particular, Mark discusses two highlights for radio.

First, online gambling sites, an exciting new group of advertisers, are spending considerable sums to inform the population in the legal betting states of their existence and the attractiveness of their service. This could be a very welcome source of new revenue for local radio.

Second, the unique relationship local radio sellers have with local businesses is driving tremendous opportunity to sell online/digital, an important revenue stream for stations and groups. In fact, BIA expects double digit revenue growth in the digital/online activities of local radio stations.

Listen to Mark’s podcast now to hear his expert insights and analysis.

About the Leading Local Insights Podcast

Get on-point analysis of the local media marketplace with BIA’s Leading Local Insights Podcast. Each Tuesday, BIA shares its current insights on major topics including digital ad spend, broadcast media, print, media ad platforms, advertising revenue estimates, financial valuations and more.

Find our podcast here – bookmark this link – and on Spotify, iTunes, Google, Amazon Music and more.

Have an idea on a topic you’d like us to cover in the podcast? Email us at