BIA Advisory Services helps traditional and digital media, brands & agencies and technology companies secure a winning position in the local advertising marketplace.
- Leading Local Insights Podcast
- U.S. Local Ad Forecast Update
- Radio Revenues Fell to $9.7B in 2020
- Digital Series Focused Verticals
Leading Local Insights Podcast Episode 19: Ad Spend Estimates and Trends for the Healthcare Vertical
In this podcast, BIA’s Suzanne Ackley, Senior Research Analyst, examines how ad dollars are spend across the Healthcare vertical and explains the split between traditional and digital media. She also shares 2 key strategies for local media sellers selling into or expanding sales opportunities in this vertical.
BIA Revises its U.S. Local Ad Forecast – Expects Revenues from Traditional and Digital to Hit $142B
BIA Advisory Services has revised its 2021 forecasts for U.S. Local Advertising Revenues to $142.4 billion, up $4.8 billion from its November 2020 estimates. The projection is split between traditional and digital media but shows that the divide is narrowing, with traditional advertising only eight percent ahead of digital mediums that include mobile, online, over-the-top, email, and traditional media’s online ventures.
Radio Revenues Fell to $9.7B in 2020, As Pandemic’s Toll on the Industry Affected Local Radio Stations
As anticipated, the radio industry took a very big hit in 2020 due to the pandemic and subsequent cutbacks in overall spending activity. According to the first quarter edition of BIA Advisory Services’ 2021 Investing In Radio® Market Report over-the-air advertising revenues dropped to $9.7 billion, a -23.6 percent decline from $12.8 billion in 2019. Digital ad revenues at stations demonstrated their continued strength, though, posting only a slight decline to $939 million in revenues in 2020 versus $1 billion in 2019.
BIA Advisory Services and SalesFuel Launch Digital Series Focused on Examining Key Business Verticals
Of the $137.5 billion BIA Advisory Services estimates for total local advertising spending this year, an estimated $61.5 billion (or 44.7 percent) will come from digital media. The continued growth and opportunities in digital will be the focus of a Local Digital Event Series co-produced monthly by BIA and SalesFuel.
Transaction Update for Television and Radio (Year-to-Date):