BIA Advisory Services helps traditional and digital media, brands & agencies and technology companies secure a winning position in the local advertising marketplace.
BIA Increases 2022 Estimates for U.S. Local Advertising Revenue to $173.3B Indicating Strong Expectations around Digital and Political
BIA Advisory Services has increased its 2022 U.S. Local Advertising Forecast estimate to $173.3 billion, from its earlier estimate of $161.5 billion issued late summer. The 2022 forecast indicates an 11.4 percent increase over 2021 due to faster than anticipated growth in digital advertising and a strong political year. Traditional media ad revenue still maintains a slight advantage over digital at 50.8 percent of the ad spend ($88B), while digital media will get 49.2 percent of the ad spend at $85B.
Outlook for Local Television in 2022
Local TV is estimated to generate $23.3B in 2022. Key verticals for this media channel include political, gambling ads, and auto. Plus, the growth of CTV is having a positive effect.
Listen to this podcast to hear BIA’s Rick Ducey and Mark Fratrik share data highlights from BIA’s ad forecast, along with insights and recommendations for local TV.
2022 Winning Local Media Sales: Series Kickoff
Looking for the best opportunities in your local markets this year? Wondering which business verticals are going to spend the most on digital in 2022? Want to know what media channels verticals will favor?
BIA and SalesFuel will regularly address these questions this year during the new series: 2022 Winning Local Media Sales.
- TVOT 2022: Local CTV Sales Outlook Panel January 14, 2022Local OTT/CTV is a top growth performer in local media. BIA forecasts spending will reach at least $2 billion in 2022. To dig into the drivers behind this growth, BIA organized a panel at TV 2022’s virtual conference this week…
- ATSC 3.0 Non-Core Datacasting Revenue to Reach $10.7 Billion Annually by 2030 December 2, 2021BIA 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…
- Vantage Points: Driving Better Results (Finally) for the Audience Measurement Situation November 9, 2021In this edition of BIA Advisory Services’ Vantage Points series, Brad Adgate, Media Consultant & Forbes Contributor, pens his views on the current audience measurement situation. The Vantage Point series taps the perspectives of various lookout points from around the local…
- Leading Local Insights Podcast: The Rise of Audio in the Local Ad Market November 4, 2021Recent neurological research buttressed by follow-on survey research reveals audio is a highly engaged media platform to create human connections and communities. Results reveal that audio across Radio OTA and Digital is trusted and heavily used. Yet, there is a…
Transaction Update for Television and Radio (Year-to-Date):