Radio Expected to Capture 6.5% of Holiday Advertising

A recent analysis reported by BIA Advisory Services has forecasted that over-the-air radio and television stations will obtain a similar share of the holiday advertising market.  According to a recent article appearing in Inside Radio, BIA reported:

“A total of $18.2 billion will be spent by retailers on holiday advertising this year, according to BIA’s U.S. Local Advertising Forecast. That includes $8.7 billion invested by larger retail outlets, such as clothing stores, department stores, and home centers, and an additional $9.5 billion by specialty stores, including electronics, furniture, jewelry and sporting goods retailers.

Radio will capture 6.5% of the holiday retail ad pie, putting its share of wallet close to that of television (6.8%).”

An analysis of BIA’s Holiday Forecast appearing in Inside Radio can be found here.

BIA’s Holiday forecast for local advertising can be found here.