BIA Advisory Services helps traditional and digital media, brands & agencies and technology companies secure a winning position in the local advertising marketplace.
- U.S. Local Adv Forecast 2020
- New Over-the-Top Forecast
- AT&T Media Strategy
- 2020 Local Political Forecast
U.S. Local Advertising Revenue to Exceed $161B in 2020, According to BIA Advisory Services’ Forecast
In its newly released U.S. Local Advertising Forecast 2020, BIA Advisory Services estimates total local advertising revenue in the U.S. will reach $161.3 billion in 2020, up from $152.5 billion this year, representing a growth rate of 5.8 percent.
Traditional media revenue will account for 58.5 percent of total local advertising in 2020 at $94.4 billion, increasing with the help of political spend from $93.2 billion in 2019. Online/digital revenue will grow to $66.9 billion in 2020, or 41.5 percent of total local media revenue, up from $59.3 billion in 2019.
BIA Unveils Local Over-the-Top (OTT) Advertising Forecast
BIA has expanded its local media advertising forecast to include local over-the-top (OTT) advertising. More on the new forecast here.
AT&T Media Strategy 2019
From the initial U-Verse to DIRECTV, and now with the Time Warner & Turner content play, AT&T is attempting to deepen their position as a major content provider.
Examine AT&T’s strategy, technical advancements and investment to get a full understanding of why AT&T is an ever more important media business. More on the topic here.
Local Political Advertising to Top $6.55 Billion in 2020, According to BIA Forecast
CHANTILLY, Va. (Aug 5, 2019) – BIA Advisory Services estimates $6.55 billion will be spent in local political advertising in 2020. The firm forecasts that over-the-air (OTA) television will earn the majority of the ad spend (47 percent) at $3.08 billion. Online/digital outlets will receive $1.37 billion (21 percent), while $919 million (14.0 percent) will be spent on multichannel video programming distributors (MVPDs) and just over $312 million (4.8 percent) for Radio. The balance will go to other media.
Forecast available for BIA ADVantage clients.
Purchase the local political forecast here.
Transaction Update for Television and Radio (Year-to-Date):
- Political and OTT Will Drive Ad Spend in 2020 November 6, 2019For 2020 political and over-the-top (OTT) advertising, and growth in mobile and social ads, will be key ingredients for local media’s 5.5% growth from 2019. BIA estimates total local advertising revenue in the U.S. will reach $161.1 billion in 2020,…
- NextGen TV Fills in the Blanks as a New Local Ad Platform October 24, 2019ATSC 3.0 now has an official name and logo, and perhaps it’s a bit more likely to roll off consumers’s tongues and stick with them: “NextGen TV.” Branded by the Consumer Technology Association (CTA) and coordinated with the ATSC, NAB…
- Early OTT Local Ad Spend Targets CTV Platforms October 3, 2019Last week BIA posted our first look at our new OTT Local Ad forecast, showing a fast growth curve from about $850 million this year to over $2 billion by 2024. Digging a bit deeper into what’s behind our forecast,…
- BIA Unveils Local Over-the-Top (OTT) Ad Forecast September 26, 2019Tracking the tremendous growth in over-the-top (OTT), I’m pleased to announce that BIA is expanding our local media forecast to include local OTT advertising. At TVB Forward 2019, we’ll present our initial estimates, which show 2019 will generate $857 million…