Local radio catches the election wave.

BIA Advisory Services forecasts a 24% surge in political ad spending in 2024, reaching a record-breaking $11.1 billion, with traditional media still dominating the market. AM/FM radio is projected to see a significant 16% increase from 2020, expecting $536 million in spending. While digital platforms are rising, traditional media, including radio, retains 70.2% of political ad dollars. Connected TV experiences the most significant growth, with spending escalating to $1.0 billion in 2024. President Biden’s campaign intensifies radio advertising efforts in key states, targeting multicultural voters crucial to his victory. Simultaneously, GOP super PAC MAGA Inc. invests in radio ads targeting Black and Hispanic male voters in battleground states. Despite digital’s ascent, AM/FM radio remains pivotal in accessing demographics pivotal to election outcomes.