BIA Advisory Services helps traditional and digital media, brands & agencies and technology companies secure a winning position in the local advertising marketplace.
Upcoming Webinar on Geotargeting
Learn what advertisers, agencies and brands think about geotargeting and local radio.
Join BIA, Advertiser Perceptions and invited guests for an informative webinar discussion: Details and registration.
Healthcare Vertical Ad Spend
BIA estimates the Healthcare vertical will grow by 2.0 percent this year $10.6 billion.
This increase in available local ad dollars is good news for traditional media because Healthcare businesses will spend the majority of their advertising dollars with these platforms. Spend on digital is growing, but at a slower rate compared to other verticals.
Get more details on how Healthcare businesses are spending their ad dollars here.
Sizing Growth Opportunities for NextGen TV in Local Markets: Clear Upside Potential According to BIA Study
BIA’s forecast for NextGen TV reveals that local TV Groups stand to increase their revenue growth by 50 percent within the next ten years from NextGen TV rollouts. The forecast examines growth across TV OTA, TV Online, OTT, Retrans and Non-Broadcasting.
BIA’s Managing Director, Rick Ducey, and BIA’s Chief Economist and SVP, Mark Fratrik, presented BIA’s revenue forecast for NextGen TV at SMPTE’s DC Chapter Meeting on January 16, 2020. The conference examined the opportunity of ATSC 3.0 television and emerging 5G broadcast technologies for media companies.
Financial Vertical to Spend $18.8B in Local Advertising in 2020
The Financial vertical will increase their local ad spend in 2020 to $18.8B according to our new estimates. BIA’s estimates indicate traditional media will outweigh digital spending by getting 56.4 percent of the ad spend.
Auto & Direct Property Insurance has the majority of ad spend ($4 billion) with Investment and Retirement Advice ($3.8 billion) and Commercial Banking ($3.6 billion) rounding out the top-spending sub-verticals.
Examine how the industry will spend on local advertising in 2020 in the new report, Insights into Local Advertising – Financial Vertical.
Report details here.
- Targeting Local Radio’s Future: From Coronavirus to Over-The-Air Zoned Ads March 25, 2020The coronavirus pandemic clearly is a headwind, but demand for zoned broadcast radio advertising, should it be offered, signals a welcome tailwind for local radio advertising growth with the majority of both Main Street and Madison Avenue advertisers expressing likelihood…
- Radio’s Opportunity for Constructive Disruption – Two Important Takeaways March 24, 2020Edison Research and Triton Digital just released the The Infinite Dial, a survey of Americans 18+ and their use of radio, digital audio social and other digital media that first launched 22 years ago. While the news headlines tend to…
- BIA’s Assessment of the Current Outlook for Local Advertising in the U.S. March 17, 2020As we update our estimates for the local advertising forecast in the U.S. and by market for 2020 and beyond, we are making significant revisions to our prior forecast to incorporate considerations related to expanded political advertising and the impact…
- Survey Says: Radio Buyers Want Over-The-Air Geotargeting for Ads March 11, 2020If local radio could offer an over-the-air zoned advertising product like local TV stations can, would ad buyers care? Absolutely yes, according to a recent survey by BIA and Advertiser Perceptions. In fact, not only do advertisers like OTA geotargeting,…
Transaction Update for Television and Radio (Year-to-Date):