2024 U.S. Local Advertising Forecast: Local Audio


Local Audio is still a cool kid on the block. BIA estimates that in 2024, upwards of $13.8 billion will be spent on audio advertising.

Purchase the U.S. Local Advertising Forecast for Local Audio to examine revenue estimates from 2023-2027. See which business verticals are spending ad dollars on audio and how much. The forecast offers revenue estimates for radio over-the-air (OTA) and digital local radio stations and Pandora.

Updated: April 2024

BIA ADVantage Clients: Log into BIA ADVantage to view the 2024 Local Audio Forecast


Track the audio opportunity across local markets with the 2024 forecast, U.S. Local Advertising Forecast: Local Audio.

This local audio forecast includes revenues generated by:

  • Local radio stations for sale of time to either national or local advertisers from their over-the-air (OTA) broadcasts (does not include ads sold by national radio networks)
  • Local radio stations from national, regional and local advertisers targeting a local market from their online activities (search, display, streaming, video)
  • Pandora audio and display advertising revenue generated by Pandora from national, regional and local advertisers targeting a local market.

This forecast covers all radio markets and includes:

  • 2024 revenue and share for each of the media channels in local audio
  • Top 10 business verticals in local audio platforms
  • Top 10 verticals in top 3 local radio markets
  • Key forces affecting audio advertising including increase in ad spending by brands

Use the data as a basis for financial projections, presentations, sales sheets or investment prospectuses.

Why purchase?

  • Understand Local Audio ad spend to examine new opportunities for local sellers.
  • Unlock new advertising revenue opportunities.
  • Ground strategic advertising planning in solid research.

BIA ADVantage Clients: Login to BIA ADVantage to view the 2024 Local Audio report.