BIA Report Highlights Radio’s Resilience and the Power of Geotargeting

BIA Advisory Services’ latest report, “The $182B Local Advertising Opportunity: 10 Trends for 2026,” reinforces radio’s continued strength in the evolving local advertising market. As audio consumption shifts across platforms, radio is adapting through digital innovation, data-driven strategies, and expanded cross-platform offerings.

One of the report’s most impactful findings centers on FM geotargeting. By enabling neighborhood-level targeting, geotargeting allows broadcasters to deliver highly localized, relevant advertising while creating premium ad inventory. This precision helps advertisers connect with specific communities, increase engagement, and drive measurable results.

BIA also highlights the growing role of digital audio, programmatic advertising, podcasts, connected car listening, and first-party data. Together, these advancements are transforming radio sellers into full-funnel, multi-platform partners.

As the local ad market continues to grow toward a projected $182 billion opportunity in 2026, the report makes clear that technologies like geotargeting will play a critical role in helping radio remain competitive, relevant, and results-driven.

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