How Tariffs Can Impact Ad Radio Budgets

41% of US advertisers expecting budget cuts due to tariffs plan to cut from social media, while 24% plan cuts to linear TV and gaming, per February 2025 from the Interactive Advertising Bureau (IAB). Most advertisers (60%) expect a 6 to 10% ad budget decline due to tariff-related pressures, per the IAB.

Advertisers will have to devise new strategies as tariffs drive up prices. Messaging that communicates value or locally-made goods will be particularly important.