Economy

Insights into Action: 5 Next Steps for Radio from the RAB – Borrell Digital Benchmarking Report

Author: Avery Berggen, Marketing Manager, Marketron

Digital Is Now Radio’s Growth Engine: What the 2026 RAB – Borrell Benchmark Means for Local Media

For more than a decade, RAB’s Annual Digital Benchmarking Report, produced by Borrell Associates Inc., has helped radio leaders understand how local advertising is changing and what it takes to stay competitive.

This year’s findings confirm what many broadcasters are already seeing.

From Nerve-Wracking to Reassuring: How Radio Connects During Tax Season

Author: Annette Malave, SVP/Insights, RAB

Most Americans don’t circle Tax Day on their calendar with excitement. Instead, it lingers in the background — wedged between work deadlines, family schedules and the constant mental note of “I really need to do my taxes.”

Why Radio Starts the Year Strong – Even When the Economy Feels Uncertain

Author: Annette Malave, SVP/Insights, RAB

January often brings a mix of optimism and caution. Businesses are setting new goals, reviewing budgets, and closely watching economic signals. For advertisers, uncertainty can lead to hesitation — but with the help of broadcast radio, businesses can seize the opportunities that still exist.

2025’s Most Read: Radio’s Biggest Trends & Takeaways

Author: Annette Malave, SVP/Insights, RAB

As we look back on the past year, our blog explored a wide range of topics—each shining a light on why radio continues to be America’s top media platform.

Radio Drives Holiday Hunt for Fashionable Gifts

Author: Victor Texcucano, Content Coordinator, RAB

Tariffs, inflation and changing consumer preferences mean the clothing/apparel industry is in a state of ups and downs. With the holiday season here, retailer marketing is in full swing.

In a Local Business World, Radio Keeps Auto Repair in the Driver’s Seat

Author: Annette Malave, SVP/Insights, RAB

In today’s evolving vehicle landscape, local auto repair shops are sitting on a powerful advantage—if they understand what consumers are thinking, feeling and doing, they can market accordingly.

How Local Radio Turns Consumer Anxiety into Small Business Sales

Author: Annette Malave, SVP/Insights, RAB

The latest consumer confidence report for October just dropped. Not much changed from September, barely ticking down just one point to 94.6.

What is so interesting about this? It’s a total split between how people feel right now versus how they feel about the future.

Radio Pumps Up Marketing Effectiveness

Audio advertising can boost audience engagement from the top of the funnel to the bottom

Author: Tammy Greenberg SVP Business Development, RAB

The pressure is on almost every marketer. A whopping 95 percent of marketing leaders say their teams are under more pressure than ever to prove marketing’s value, according to “CMSWire’s 2025 State of the CMO Report.” Equally worrisome, the report, based on the responses from 515 marketing leaders, found that 69 percent of marketers feel the gravity of responsibility to deliver quantifiable ROI, up from 59 percent in 2023. Using audio media platforms to amplify brand-building efforts — and drive full-funnel results — could be the solution to relieve the pressure.

Radio Builds Business for Home Improvement Retailers

Author: Victor Texcucano, Content Coordinator, RAB

Home improvement never stops. Whether it’s to place your home on the real estate market or just to simply boost curb appeal, consumers are always on the hunt for inspiration, tools and materials to get the job done.

Holiday Shopping Creates Big Opportunities for Local Media Advertising

Contributor: Mallory Bouslog, senior account executive, Marketron

Despite fourth quarter signaling the end of the year, it is also actually a huge advertising opportunity for the year. Retail and other industries see bumps in spending, making it critical to promote their business to rake in holiday shopping sales.

Tuning Into Financial Stress: Why Radio Is the Medium for Money-Minded Americans

Author: Annette Malave, SVP/Insights, RAB

Today’s news headlines reflect consumers’ economic outlook – uncertain. A quick internet search on Americans’ financial outlook reveals a flood of polls and surveys that highlight widespread concern about the economy and personal financial futures.

Diverse Consumers are Growth Opportunities for Auto Dealers

Author: Annette Malave, SVP/Insights, RAB

The auto industry is once again claiming a stronghold in news headlines. What are the tariff implications? When is the best time to buy? What are consumers thinking? Even if you are currently not in the market for a vehicle, some of the headlines may cause you to reconsider…just in case.

Radio Opportunities Abound In 2025

Contributor: Celine Matthiessen, vice president insights & analysis, BIA Advisory Services

Radio isn’t just surviving in 2025 – it’s evolving. With $12.3 billion in projected local radio and digital radio ad revenue this year, combining both traditional and digital platforms, radio remains the fifth-largest advertising medium in the local market space. BIA’s analysis reveals shifts in how different sectors are approaching radio advertising.

Why Radio Should Be on the Shopping List

Author: Annette Malave, SVP/Insights, RAB

If you find yourself browsing weekly supermarket circulars to find out which of your favorite brands are on sale, you aren’t alone. Consumers are working hard to fight the inflation battle at the registers.

Why Do Local Companies Need to Advertise Continuously?

Contributor: Beth Osborne, director, marketing and content, Marketron

Advertising is continuous. The biggest brands in the world are still buying media, so why wouldn’t a local business? The argument that everybody already knows the business doesn’t hold up in the modern world. Just because a consumer knows a company doesn’t mean it’s at the top of their mind or has value in their eyes.

Radio reaches grocery shoppers as they deal with a volatile economy

Author: Victor Texcucano, Content Coordinator, RAB

Inflation is apparently cooling. Well, at least that’s what some of us keep hearing. Grocery shopping, however, still feels like it is draining our bank accounts. Things are improving, however, but food retailers should promote savings to reach cost-consumers in their area.

Electronic Retailers Have the Goods This Holiday Season

Author: Victor Texcucano, Content Coordinator, RAB

Electronic retailers are one of the more popular places where consumers shop for gifts for loved ones. Whether it’s a new tablet for the kids, a new laptop for a college student or a brand-new 80” 4K TV for the living room, electronic retailers sell many high-ticket goods valued by all consumers.

Driving Demand: The Impact of Radio Listening on Auto Sales

Author: Annette Malave, SVP/Insights, RAB

The auto industry has had its fair share of challenges and opportunities in the past few years. Events such as parts and labor shortages, strikes and the most recent security hack are just a few. While these events undoubtedly impact their business, they have an even greater effect on the consumer.

Radio is on the Menu for Restaurants

Author: Annette Malave, SVP/Insights, RAB

With temperatures around the country on this rise, who wants to cook? Dining out or taking out is the way to go.

Radio Delivers Furniture Buyers

Author: Annette Malave, SVP/Insights, RAB

During the height of the pandemic, consumers found themselves not only reevaluating where they lived, but also the furniture they had in their homes. Dining rooms and kitchens became makeshift offices. Consumers quickly realized that they needed to look at their home furnishings with a different perspective.

Digital Is Now Radio’s Growth Engine: What the 2026 RAB – Borrell Benchmark Means for Local Media

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Audio advertising can boost audience engagement from the top of the funnel to the bottom

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