The shift from traditional to digital advertising spending is well-established and has accelerated dramatically in recent years, with digital media now dominating local markets.
Industry groups representing radio broadcasters argue that this competition is no longer balanced—digital platforms are overwhelmingly capturing ad dollars, leaving traditional media far behind.
According to Borrell Associates data, digital media's share of local advertising has surged from 26% in 2016 to 70% in 2024, with local broadcast and print entities each holding no more than 3% of the market in 2025 (down from 6% in 2023).
Radio World reports the groups highlight that three major out-of-market tech giants—Amazon Advertising, Google, and Meta—control 58% of the local advertising market in 2025.They contend that the current FCC, led by Chairman Brendan Carr, should recognize this transformed marketplace—unlike the 2018 review, which treated digital and radio as complementary rather than direct competitors.
Competition for audience attention
Radio broadcasters face similar challenges in capturing listeners' time and loyalty.
The groups criticize the 2018 FCC review for downplaying this rivalry and relying on potentially biased interpretations of Edison Research data.
For their filing, they cite direct 2025 Edison Research Share of Ear figures:
- In 2014, average daily listening was 130 minutes to over-the-air radio versus 55 minutes to streaming services.
- By 2025, streaming has more than doubled over-the-air radio listening time.
- Among Americans aged 13–24, broadcast radio listening has plummeted approximately 58%, from 85 minutes per day in 2014 to about 35 minutes in 2025.