Small and Medium sized radio markets have their own forum at America’s annual NAB conference.

One of the topics of high interest this year was the Economic Outlook for radio in the coming 12 months.

Justin Nielsen, the principal analyst at S&G Global Market Intelligence, told station leaders and owners, “looking at the last week with increases in tariffs we are looking at the impact on US advertising markets. We predict a 2.2% decrease in radio advertising, a decline of about $13 billion this year.”

Justin  said audience reach remains strong, even in the face of music streaming, so radio has many things to offer, but some of the main sectors where advertisers come from may be “challenged” by the new tariff rules.

“Market segments such as auto, retail, travel and entertainment categories are likely to be affected. Service businesses will not be affected, and some areas, for instance legal services, may grow.”

He predicts a decline of ad supported radio advertising of about 1% over the next ten years, but a growth in podcast ad revenue should offset the free to air radio revenue decline.

Reporting: Steve Ahern and Pat Bryson in Las Vegas