BIA’s 2019 local advertising forecast shows over-the-air (OTA) television advertising as the fourth largest of all media in advertising dollars at over $17 billion in local in 2019. Cable TV is forecast at $5.8 billion in 2019. While digital/online television advertising accounts for a much smaller portion of local advertising dollars, $1.3 billion, we forecast it to grow rapidly, reaching over $2.0 billion in 2023. There is an opportunity for local sellers, especially TV/cable sellers, to tap into this revenue stream.

According to our Survey of Advertising and Marketing (SAM)™,  local ad buyers report who buy TV or cable advertising reported purchasing digital advertising through their local TV or cable salesperson. For TV advertisers, video and social media were the most purchased digital products.For cable TV advertisers, it was social media and display advertising.  It’s important to make sure your sales team is well-versed in digital, especially social. Also, video should be in every offer. These advertisers are using video to promote their businesses, so make sure you are offering not only OTA but OTT and social distribution of their videos. Show them how to extend across digital channels to drive awareness and sales.

The SAM™ survey data as well as our local forecast data is available through BIA’s local advertising dashboard, BIA ADVantage and is offered in a searchable, downloadable format. Insights and analytical reports from the survey are also provided. Additional information about BIA’s SAM study can be found here.