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Local Media Forecast

Twice a year, BIA/Kelsey publishes a forecast that provides a complete overview of U.S. local advertising.

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Leading Local Insights Podcast: New Year, New Insights: Restaurants & Legal

Leading Local Insights Podcast: New Year, New Insights: Restaurants & Legal

  • January 20, 2023
  • MacKenzie Lovings

At BIA, we are, like most of you, assessing the new year and planting our feet firmly to get ready for opportunities and challenges. And, we are discussing our thinking with all with you in the podcast series we’re doing…

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Leading Local Insights Podcast: New Year New Insights – Auto & Retail

Leading Local Insights Podcast: New Year New Insights – Auto & Retail

  • January 18, 2023
  • MacKenzie Lovings

Last November, BIA issued its 2023 U.S. Local Advertising Forecast, which provides our expectations on nationwide ad spend across all media and key business verticals. The forecast indicates that our analysts expect a slight decline of in local advertising in…

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CTV, OTT, Local TV Datacasting, OOH, Digital – Most Favored Topics In 2022

CTV, OTT, Local TV Datacasting, OOH, Digital – Most Favored Topics in 2022

  • January 17, 2023
  • MacKenzie Lovings

Across all the areas we cover in local media, it's interesting and insightful to see what topics rise to the top. In 2022, most favored topics included discussions around CTV and its growing attractiveness to advertisers, growth in Over-the-Top (OTT)…

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Top 10 Billing Radio Stations And Owners In 2021

Top 10 Billing Radio Stations and Owners in 2021

  • September 21, 2022
  • Suzanne Ackley

Top Billing Radio Stations in 2021 In a streak lasting since 2014, Hubbard Radio, LLC's WTOP-FM in Washington, DC was once again the top billing radio station in 2021. BIA estimates that WTOP-FM pulled $70 million in revenues in 2021,…

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Mid-Term Elections Political Spend Provides Boost To Georgia And A Few Other States

Mid-Term Elections Political Spend Provides Boost to Georgia and a Few Other States

  • September 14, 2022
  • Suzanne Ackley

The 2022 midterm elections, like fall, are fast approaching and some areas of the U.S. are going to be inundated with more political advertising than others, according to data from BIA Advisory Services. My home state of Virginia will be…

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Legal Services Ad Spend Surpassing 2020, 2021 Growth In Digital

Legal Services Ad Spend Surpassing 2020, 2021 Growth in Digital

  • August 12, 2022
  • Suzanne Ackley

The pandemic hit Legal Services' local advertising spend hard in 2020 dropping from $7B in 2019 to only $5B in 2020. 2022 shows a healthy rebound with 2022 local ad spend forecast to surpass its pre-pandemic 2019 levels. Legal Services…

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BIA’s Adjusts 2022 U.S. Local Advertising Revenue Estimate To $167.4B

BIA’s Adjusts 2022 U.S. Local Advertising Revenue Estimate to $167.4B

  • June 16, 2022
  • MacKenzie Lovings

After completing a comprehensive advertising survey of broadcast firms, and closely watching the economy, trends and activities in the local advertising marketplace, BIA's forecast analysts have lowered overall estimates for the year from the original (Dec 2021) estimate of $173.3…

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Before And After COVID – A Look At Legal Services Local Ad Spending

Before and After COVID – A Look at Legal Services Local Ad Spending

  • March 28, 2022
  • Suzanne Ackley

In the latest episode of BIA’s Leading Local Insights podcast, Before and After COVID - A Look at Legal Services Local Ad Spending, BIA's Senior Research Analyst Suzanne Ackley examines the ad spend and media selections of businesses in the legal services…

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$1 Billion In Local Ad Spending Up For Grabs, Is CTV The Answer?

$1 Billion in Local Ad Spending Up for Grabs, Is CTV the Answer?

  • March 8, 2022
  • Rick Ducey

BIA forecasts that marketers will spend $85.2 billion on digital ads targeting local consumers. Over half of this was forecast to go Google (35.3 percent) and Facebook (17.4 percent). However, on last month's earnings call, Meta announced that due to…

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Leading Local Insights: Five Keys To Success In 2022

Leading Local Insights: Five Keys to Success in 2022

  • October 5, 2021
  • MacKenzie Lovings

In the latest episode of BIA’s Leading Local Insights Podcast, Five Keys to Success in 2022: Follow the Money, BIA’s CEO and Founder, Tom Buono, talks about five keys to build a successful 2022: tapping into a robust political year,…

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Mid-Term Elections Expected To Bolster Local Broadcast TV Ad Revenues In 2022

Mid-Term Elections Expected to Bolster Local Broadcast TV Ad Revenues in 2022

  • October 4, 2021
  • Suzanne Ackley

BIA is forecasting that ad spend on local television will be $21 billion in 2022, with $19.3 billion going towards over-the-air television ads and $1.7 billion going to digital television ads. This is an increase of 26.5% from 2021 local…

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Leading Local Insights: Where Is Automotive’s Local Ad Spend Going In 2021?

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

  • September 1, 2021
  • Suzanne Ackley

In the latest episode of BIA’s podcast, Leading Local Insights, Auto 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…

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Leading Local Insights: What’s Happening In Automotive?

Leading Local Insights: What’s Happening in Automotive?

  • August 26, 2021
  • Suzanne Ackley

In the latest episode of BIA’s podcast, Leading Local Insights, Ad Spend Estimates and Trends for the Automotive Vertical (Part 1), BIA industry analyst Suzanne Ackley examines the ad spend and media selections of businesses in the automotive vertical. For 2021,…

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Leading Local Insights: For Healthcare, Traditional Media Still Leads Local Ad Spend

Leading Local Insights: For Healthcare, Traditional Media Still Leads Local Ad Spend

  • August 10, 2021
  • Suzanne Ackley

In the latest episode of BIA's podcast, Leading Local Insights, Ad Spend Estimates and Trends for the Healthcare Vertical, BIA industry analyst Suzanne Ackley examines the ad spend and media selections of businesses in the Healthcare vertical. For 2021, BIA…

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Leading Local Insights: Episode 6: Ad Spend Within The Road Trips Super Vertical

Leading Local Insights: Episode 6: Ad Spend within the Road Trips Super Vertical

  • April 21, 2021
  • MacKenzie Lovings

The pandemic slammed the brakes on the vast amount of travel around the country last year and into the beginning of this year. Now, as the vaccine rollout reaches millions of people every day, there's a strong sense Americans will…

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Leading Local Insights: Episode 5: Financial Services Businesses And Local Media

Leading Local Insights: Episode 5: Financial Services Businesses and Local Media

  • April 13, 2021
  • MacKenzie Lovings

In episode 5 of Leading Local Insights, Financial Services Businesses and Local Media, BIA's Managing Director Rick Ducey examines the ad spend and media selections of businesses in the legal services vertical. According to BIA's estimates, the Financial Services vertical…

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Leading Local Insights: Episode 4: Legal Services’ Ad Spend Activity

Leading Local Insights: Episode 4: Legal Services’ Ad Spend Activity

  • April 6, 2021
  • MacKenzie Lovings

In episode 4 of Leading Local Insights, Legal Services’ Ad Spend Activity, BIA industry analyst Suzanne Ackley examines the ad spend and media selections of businesses in the legal services vertical. For 2021, BIA estimates that total local ad spending for Legal…

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U.S. Local Advertising Will Start to Rebound in 2021

  • December 3, 2020
  • Suzanne Ackley

BIA Advisory Services estimates total local advertising revenue across all media in the U.S. will reach $137.5 billion in 2021, up 2.5 percent year-over-year from $134.1 billion in 2020. Even without the presence of significant political advertising, BIA expects this…

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Legal Services Ad Spend Rebounds in 2021

  • October 7, 2020
  • Suzanne Ackley

2020 has seen an overall drop in ad spend for Legal Services advertising in 2020, but five of the 17 media channels in BIA's forecast (from August 2020) will actually see growth in ad spend in 2020. Looking ahead to…

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Can Political Buffer Local TV Advertising From Significant Declines In Other Vertical Categories?

Can Political Buffer Local TV Advertising from Significant Declines in Other Vertical Categories?

  • May 21, 2020
  • Suzanne Ackley

BIA has lowered its 2Q 2020 forecast for local media advertising. BIA is now forecasting that local TV ad spend in 2020 will be $18.5 billion, with $17 billion attributable to over-the-air revenue and $1.5 billion for digital revenue. BIA…

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Popular Posts
  • Tactics and Strategies to Grow 2023 TV Ad Revenue Topic of Webinar
  • CTV, OTT, Local TV Datacasting, OOH, Digital – Most Favored Topics in 2022
  • Leading Local Insights Podcast: New Year New Insights – Auto & Retail
  • Leading Local Insights Podcast: New Year, New Insights: Restaurants & Legal
  • Leading Local Insights Podcast: Successful Selling in Uncertain Times
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