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BIA Forecasts Increase in Radio Billing of $13.4 Billion for 2022

davideduardo

davideduardo

Moderator/Administrator
Staff member
"The radio industry will continue to rebound from 2020’s advertising pullbacks next year, registering a second consecutive year of topline growth. Total radio revenues will climb to $13.54 billion next year, up 5.9% from $12.79 billion in 2021, according to BIA Advisory Services Local Advertising Forecast 2022, released today."

This is from Inside Radio at BIA Forecasts 6% Growth For Radio In Updated Local Ad Forecast.

Billing is gross revenue before expenses, depreciation and things like debt service.
 
It looks like radio may have turned the corner then. A local AMer which went off the air for a while (KMIA 1210) is back on, playing Hispanic Christmas songs and other music. Haven't listened to them enough to know how many commercials they roll, but... In 2020 there were thoughts that KMIA would be off the air permanently.
 
boombox4 said:
It looks like radio may have turned the corner then. A local AMer which went off the air for a while (KMIA 1210) is back on, playing Hispanic Christmas songs and other music. Haven't listened to them enough to know how many commercials they roll, but... In 2020 there were thoughts that KMIA would be off the air permanently.
Click to expand...
However, in the 2000-2005 radio was billing just under $20 billion. In year 2000 dollars, radio is today billing about 60% below its level from from 21 years ago.
 
I re-read the article, which actually isn't easy to follow, due to its use of financial-ese.

But at least some of the increases in revenue they are forecasting for 2022 is due to midterm and other elections.
 
I'm in a small market that posted it's best month in 12 years in November. Last year saw several businesses close up due to Covid. Billing reflected those losses in the local business community. At least in my neck of the woods, radio is growing in revenue and at a fairly nice pace.
 
The article points out that they key to growth is digital.

Digital is helping radio get back to its pre-COVID levels. For the first time ever, the industry will haul in more than $2 billion in digital revenue next year, clocking in at $2.17 billion.
Click to expand...

And yet we know a lot of radio stations and groups haven't fully embraced digital to the degree that the bigger companies have.
 
TheBigA said:
The article points out that they key to growth is digital.

And yet we know a lot of radio stations and groups haven't fully embraced digital to the degree that the bigger companies have.
Click to expand...
The article's chart on "local" advertising revenues had OTA / traditional and Digital seeming to be split half and half. I'm not sure how that fits in with the graph above it which shows digital advertising's revenues a much smaller percentage.
 
boombox4 said:
The article's chart on "local" advertising revenues had OTA / traditional and Digital seeming to be split half and half. I'm not sure how that fits in with the graph above it which shows digital advertising's revenues a much smaller percentage.
Click to expand...

Two different subjects. Notice that the second graph covers "Local US Ad Revenue." That chart covers TV, newspapers, and other media. Digital has potential to be larger than it is in radio.
 
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