I don't have much faith in surveys, but if a true indicator then this suggest that local radio advertising is expected to rise..
Think Different: Post-Pandemic Entrepreneurs Want AM/FM Ads
https://radioink.com/2025/05/16/think-different-post-pandemic-entrepreneurs-want-am-fm-ads/
Since 2020, local entrepreneurship has exploded, ... across the US. The best part for radio? They’re far more likely than their legacy competitors to choose AM/FM ads over digital spend to stand apart...“They want to differentiate themselves from competitors using digital-only marketing,” the report notes. “Perhaps they’ve found digital marketing too complex and are looking for a real person to assist them.” Effectiveness scores for radio are also on the rise. In 2024, 34% of advertisers rated radio “very” or “extremely” effective, up from 25% in 2017. This surpasses newspapers and magazines, and nearly matches direct mail...
...This moment presents a chance for radio to reset its sales approach, especially at the local level....
"This moment presents a chance for radio to reset its sales approach, especially at the local level...."
Gee, do you think? It doesn't take a genius to predict that generic advertisements aimed at a national audience won't interest an audience as much as local ones that may just apply to you.
This is what we've been saying for a long time. Radio is meant to be local. It works best when it's focused on the community. Even for advertisements.
"Target marketing" works. Done plenty of it in occupations. I find it amusing when I listen to Latin music on a modern audio app that it advertises to me in Spanish. I do understand quite a bit of it.