The Radio Advertising Bureau (RAB), in collaboration with BIA Advisory Services, will present a live webinar titled “Finish 2025 Strong. Kickstart 2026 with Momentum” on Wednesday, September 24, 2025, at 12:00 p.m. CT.
This strategic session aims to equip radio sales professionals with actionable insights to capitalize on evolving consumer trends and economic conditions as they close out 2025 and prepare for a robust start to 2026.Expert Insights and Industry Forecast
The webinar will feature BIA’s Celine Matthiessen, Vice President of Insights and Analysis, and Senan Mele, MBA, Vice President of Forecasting and Data Analysis. They will dive into BIA’s latest U.S. Local Advertising Forecast, which projects local radio advertising revenue to reach $12.3 billion in 2025. The presentation will analyze shifting audience behaviors and pinpoint high-potential categories for radio sellers to target for prospecting and marketing support.
- Investment & Retirement Advice
- Quick-Service Restaurants
- Banking
- Hospitals
The session will also highlight emerging categories poised for increased spending in 2025, such as Mattress & Sleep Centers and Warehouses & Supercenters, offering radio sellers opportunities to tap into growing markets.
Additionally, Matthiessen and Mele will identify sectors expected to ramp up advertising in the final quarter of 2025, providing immediate strategies for Q4 planning and revenue growth.
A highlight of the webinar will be the debut of key findings from BIA’s forthcoming holiday advertising report, shedding light on seasonal trends and advertiser priorities.
To support sales teams, BIA will introduce one-page prospecting sheets tailored for both Radio Over-the-Air (OTA) and Radio Digital platforms.
The webinar comes at a critical time for the radio industry, which faces intensifying competition from digital platforms. The live presentation is free for RAB members, with registration available here.
For those unable to attend the live session, an on-demand version will be accessible, ensuring broad access to these critical insights. The webinar is designed for radio sales teams, station managers, and industry professionals looking to refine their strategies and drive revenue growth in a dynamic advertising environment.