BIA Advisory Services indicates an optimistic shift for broadcasters in 2026 after a subdued 2025 forecast, with radio poised for a rebound in over-the-air (OTA) revenue and continued digital growth.
Politics is the primary catalyst, as BIA projects $7.9 billion in political ad spending across local media in the 2026 midterms—one of the biggest cycles yet. This includes all 435 House seats, 35 Senate races, 36 gubernatorial contests, and 30 attorney general positions, driving campaigns to saturate local markets.
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Chaudhari emphasized urgency, deeming the election “too large an opportunity to overlook” and advising sellers to bundle OTA, digital, and CTV packages while sharpening inventory tactics for peak demand.
Radio maintains a strong edge in local ads, per Nielsen, delivering a $10 return per dollar invested, affirming its efficiency.
Broadcasters may see a pre-2026 lift too, with BIA forecasting a 1.2% uptick in U.S. retail sales for the 2025 holidays, prompting earlier ad campaigns to target shoppers before a delayed Black Friday and Cyber Monday.