Change, challenge, and opportunity. That’s what 2025 will bring, regardless of the outcomes on Election Day. There will likely be changes impacting broadcasters coming from Capitol Hill, new governmental agency appointments, and a continuously churning global political and economic environment.
Factor in an absence of political dollars or Olympics-related ad activity pouring in as they did in 2024, and some may already be nail biting.
- How will broadcast advertising revenues in the U.S. be affected?
- Where are the biggest areas of opportunity?
- How will AI alter the landscape?
A Forecast 2025 panel of experts are preparing to share their perspectives and insights in a provocative session that opens the day-long VIP symposium.
Moderating the session is Miller Kaplan Partner Andrew Rosen. Panelists include BMG 360 CEO Lucas Cridland, Kagan Principal Analyst Justin Nielson and BIA Advisory Services VP of Forecasting and Analysis Nicole Ovadia.
For Nielson, how 2024 is shaping up is simple: political advertising, at a record level, is helping to send total advertising revenue for the year up by some 9.3% from 2023.
He notes that the U.S. broadcast station industry is forecast to reach $36.19 billion in total advertising revenue in 2024, up from $33.10 billion in 2023.
That’s not exactly terrible news. But, Nielson adds that key categories such as Automotive and Retail/Travel “have continued to see softness.”
While that puts a damper on the overall state of advertising for broadcast radio and television, S&P Global/Kagan finds that Pharmaceutical, Telecommunications and Professional Services continues to outperform other ad categories.
Meanwhile, the Kagan data from S&P Global confirm that National remains weaker than Local, as ad agencies and major brands are shifting budgets to digital native platforms as content shifts from linear to streaming.
What’s ahead in 2025 for both radio and TV, and how does the Kagan data differ from that seen by BIA and others? Find out on the morning of Wednesday, November 13 exclusively at the in-person Forecast 2025 conference, presented by Radio Ink and Radio + Television Business Report.
Business Growth Starts with Great Information
This conference gathers the smartest minds in broadcast and advertising to forecast trends, expectations, and revenues for the coming year. It is a must-attend event.
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