Category: Forecasts
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Local Video Ad Trends: CTV is the Growth Leader, OTA is the Revenue Leader
Local video ad platforms attract significant ad spending because video in its various forms is a powerful messaging format. Examining each local video channel through different filters reveals interesting patterns for growth and revenue. Let’s take a look at a few. Relatively new to the local video media mix is CTV/OTT or streaming ads (pre/mid/post…
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BIA’s 2024 Political Digital Ad Forecast: Spending Jumps by 28 percent Over 2020
In the 2020-2026 time frame, Political digital ad spending estimates for even years hovers around $2 billion. However, in the 2024 general election cycle, BIA forecasts a 28 percent jump in digital media spending from 2020’s $2.07 billion to $2.64 billion in 2024. National, state, and local candidate and issue campaigns will be targeting digital…
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Primary Season Has Begun! Here’s What to Expect…
With the first Republican Primary debate finished, “Primary Season” for the 2024 Presidential Election is officially upon us. This makes it the perfect time to dive in and compare what happened in 2020 to what we are expecting in 2024 with a focus on the Primaries. First of all, while it is possible that Joe…
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Tracking the Bounce Back for Automotive Local Ad Spending
Inventory is finally getting back to normal, and dealerships finally have cars to sell. Does that mean automotive ad spending is bouncing back? Not so fast. Now that the supply problem is abating, demand is becoming a problem for very real reasons. Interest rates are quite high, making financing a large purchase more expensive. Also,…
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Top 10 Billing Radio Stations and Owners in 2021
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, up 12.9% from $62 million in 2020. This surpasses the overall growth rate of 10.3%…
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Mid-Term Elections Political Spend Provides Boost to Georgia and a Few Other States
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 (relatively) quiet this year, with only U.S. House and local election campaigns. Nearby Maryland, on…
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Before and After COVID – A Look at Legal Services Local Ad Spending
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 vertical. In the podcast, Suzanne carves out one important part of BIA’s newly released Legal…
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$1 Billion in Local Ad Spending Up for Grabs, Is CTV the Answer?
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 the impact of Apple’s new privacy policy effective with the release of iOS 14.5, it…
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Local TV’s Hot Sales Categories
TVB’s Brad Seitter, EVP Business Development moderated a members-only session exploring how local TV sellers can drive growth opportunities by developing strategies from TVB’s proprietary Purchase Funnel Study and BIA Advisory Services forecasts. BIA’s ADVantage local market intelligence service forecasts media ad spending for each local TV market across 12 key business categories. Seitter was…
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ATSC 3.0 Non-Core Datacasting Revenue to Reach $10.7 Billion Annually by 2030
BIA evaluated three datacasting revenue scenarios: High, Middle and Low cases utilizing 7 Mbps, 5 Mbps, or 3 Mbps of ATSC 3.0 data capacity. BIA’s non-core datacasting revenue forecast estimates the Middle Case scenario will produce revenue rising to $10.7B annually by 2030 or 22 percent of total revenue when including advertising and subscriber fees.…
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Mid-Term Elections Expected to Bolster Local Broadcast TV Ad Revenues in 2022
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 ad spend of $16.6 billion ($15.1 billion Over-the-air TV and $1.5 billion TV Digital). Over-the-air…
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Leading Local Insights: Where is Automotive’s Local Ad Spend Going in 2021?
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 second of two podcasts, Suzanne discusses where businesses in the automotive businesses will be spending…
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Leading Local Insights: What’s Happening in Automotive?
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, BIA estimates that total local ad spending for the Automotive vertical will grow slightly, a…
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Leading Local Insights: For Healthcare, Traditional Media Still Leads Local Ad Spend
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 estimates that total local ad spending for Healthcare (excluding Veterinary Services) will grow to nearly…
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Leading Local Insights: Episode 6: Ad Spend within the Road Trips Super Vertical
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 plan a trip (or two) this spring and summer. It’s good news for businesses within…
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Leading Local Insights: Episode 5: Financial Services Businesses and Local Media
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 is the second largest business vertical of the 12 verticals we cover in our local…
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Leading Local Insights: Episode 4: Legal Services’ Ad Spend Activity
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 Services will grow to $4.2 billion this year, which is up 7.2 percent from 2020.…
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Local TV Advertising Will See a Strong Recovery in 2021
The $15.7 billion BIA is estimating in ad spend for local television (broadcast and online), while down from 2020 levels of $16.8 billion, represents a strong recovery for the media when you remove the unprecedented amounts of political ad spend. Excluding political spend, broadcast TV’s local ad revenue is forecast to grow 8.0% over 2020,…
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OTT Ecosystem Players
BIA convened an expert panel of OTT industry thought leaders who shared their insights, recommendations, frustrations and excitement about Connected TV. The session was moderated by Mitch Oscar, BIA advisor and Advanced TV Strategist for USIM. The webinar is available to view on-demand. BIA’s managing director, Rick Ducey, kicked off the session to share highlights…