Leading Local Insights: Where is Automotive’s Local Ad Spend Going in 2021?

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In the latest episode of BIA’s podcast, Leading Local InsightsAuto Part II: Top Ad Channels for Automotive Sub-Verticals in 2021, BIA industry analyst Suzanne Ackley further examines the ad spend and media selections of businesses in the automotive vertical.

In the second of two podcasts, Suzanne discusses where businesses in the automotive businesses will be spending their projected $12.4 billion in local ad spending. BIA’s forecast examines 17 different media channels. Of these, only 9 will see increased spending from the automotive vertical in 2021.

What are those 9 media channels? They are predominantly digital, with a few notable exceptions. The only traditional media channels that will see overall growth in automotive spending in 2021 are over-the-air radio (+6.7%) and Direct Mail (+6.3%). Over-the-air TV, which has historically received the largest share of automotive local ad spending, was hit hard by the pandemic. Local ad spend on over-the-air TV went from $4.2 billion in 2019 to $2.5 billion in 2021. TV’s loss is Online’s gain, however. Online (search, display, video) grew from $2.8 billion in 2019 to $4.7 billion in 2021, surpassing over-the-air TV as the top billing media channel.

Listen to the episode, Auto Part II: Top Ad Channels for Automotive Sub-Verticals in 2021. Questions or want to see how BIA can help you? Email us at advantage@bia.com.

If you missed last week’s podcast, Auto Part I: Latest Ad Revenue Estimates for Automotive Industry, listen here.

If you are interested in more information on the Automotive vertical and local sales strategies, we have a report for sale in our shop called Insights into Local Advertising 2021: Automotive Vertical.

BIA’s Advantage clients can look at their local Automotive spend in their specific markets in our Advantage platform plus download the whole advertising report and the supplemental local selling report for Automotive.

About the Leading Local Insights Podcast

Get on-point analysis of the local media marketplace with BIA’s Leading Local Insights Podcast. Each Tuesday, BIA shares its current insights on major topics including OTT, digital, broadcast, print, media ad platforms, advertising revenue estimates, financial valuations and more.

Find our podcast here – bookmark this link – and on Spotify, iTunes, Google, Amazon Music and more.

Have an idea on a topic you’d like us to cover in the podcast? Email us at podcast@bia.com.

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