The national component of local media spending is large and fast growing, with national brands and agencies pushing spend down into local markets through local media channels. This overarching trend is what drove BIA/Kelsey, a company known for its local media focus, to make national brands and marketers the emphasis of its next conference.

At Leading in Local: The National Impact, more than 50 speakers will illustrate the size and scope of the national to local opportunity. A number of well-known national brands will  be at the show to talk about their localization efforts, including AAA, Aflac, Genghis Grill, Toyota/Scion, Two Men and a Truck and others.

Last week we spoke with BIA/Kelsey Managing Director Rick Ducey to examine the national to local phenomenon and why it is embedded in BIA/Kelsey’s DNA.

“National is one of the fastest growing parts of local and from the national marketer perspective — brands and agencies — local has become kind of a cool channel,” Ducey said.

Check out this video for more of the conversation: