Data Platforms, Strategic Consulting, Valuations (1)

BIA Advisory Services helps traditional and digital media, brands & agencies and technology companies secure a winning position in the local advertising marketplace.

Current Insights & Analysis

BIA’s U.S. Local Advertising Forecast 2021 Reveals A Little Growth Across Media Even Without Political Advertising

In its newly released U.S. Local Advertising Forecast 2021, BIA Advisory Services estimates total local advertising revenue across all media in the U.S. will reach $137.5 billion in 2021. This estimate represents a 2.5 percent year-over-year growth from the firm’s final post-COVID estimate for 2020 of $134.1 billion, as businesses start to adapt and rebound from the pandemic lows. As the expected presence of vaccines will help with the continuing rebound in the economy, we expect this increase will occur throughout 2021 even without the presence of significant political advertising.

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OTT Ecosystem Players Discuss Market Directions

Over-the-Top (OTT) promises the power of the TV set for advertising amplified by the targeting, optimization and attribution from digital advertising. It is a fast growing part of the media mix. Successful execution requires compelling content, first and third party data, metrics and measurement, inventory pricing and workflow management.

In this webinar, BIA highlights its new OTT forecast, which includes political spending, and offer insights into growth areas and opportunities. Our expert panelists assessed the current state of the OTT marketplace and discussed priorities to drive future success.

PDF of slide deck | Webinar On-Demand

Webinar Headers

BIA Revises Down its U.S. Local Ad Revenue Estimate for 2020 to $140B Due to Continuing Coronavirus Impacts

BIA Advisory Services has adjusted its estimate for the total local advertising market for 2020 to $140.4 billion, down from $144.3 billion in April.

This forecast estimate represents a 6.1 percent decline from 2019, even with strong political advertising anticipated this year and a few business verticals showing advertising strength.

Since its April forecast, BIA increased the expected political ad spend from $7.1 billion to $7.3 billion.

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Forecast Aug 2020

As the coronavirus continues to significantly impact the U.S. economy, BIA adjusted its revenue projections for 2020 local advertising in August 2020.

The report,  Advertising Revenue in an Uncertain COVID-19 Environment: BIA’s Updated 2020 Local Ad Forecast, examines of the effect of the pandemic on local advertising spend across media and business verticals.

Details here.


Local Media Watch Blog

Transaction Activity (as of October 31, 2020)

Transaction Update for Television and Radio (Year-to-Date): 

$ 3 M
TV Transaction Value
$ 128 M
Radio Transaction Value
# TV Stations Sold
# Radio Stations Sold
Recent Reports
Products & Services Quicklinks


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