BIA Advisory Services helps traditional and digital media, brands & agencies and technology companies secure a winning position in the local advertising marketplace.
BIA Estimates OTT Local Advertising to Exceed $2B in 2022; Sharp Increase in Spending Makes It Fastest Growing Local Advertising Platform
A new research report from BIA Advisory Services reveals that over-the-top (OTT) is one of the fastest growing channels for local media and increased at a rate of 43 percent compound annual growth from 2020 to 2022. Sponsored by Vevo, the report, OTT – The Rising Star in Local Ad Spending: Regional and Business Vertical Trends, shows that BIA forecasts just over $2 billion in OTT advertising in 2022, up from just over $1 billion in 2020. This substantial growth now gives OTT the distinction of being the fastest growing local advertising platform. BIA defines OTT ad spend as comprising ad spending targeting local viewers of long form premium video content delivered via the Internet.
NextGen TV Datacasting: What’s Ahead for Local Television
Hear from the front line about recent developments in ATSC 3.0 or NextGen TV datacasting. BIA’s forecast is that by 2030, the local TV industry’s ATSC 3.0 infrastructure will generate about $10 billion in non-core revenue that is additive to advertising and retransmission revenue. How will the industry get there.
Our guest is an expert on the topic of local television, ATSC, and NextGen, Mark O’Brien, who is the President and CTO of SpectraRep. SpectraRep is one of the few firms working with local TV stations to generate datacasting revenue. O’Brien shares his perspective of what’s next for local television when it comes to broadcasting and non-core revenue opportunities.
2022 Winning Local Media Sales: Out-of-Home Opportunities
In the local advertising marketplace, one channel is worth noticing this year: Out-of-Home (OOH). Recent data points speak to the recovery this channel is experiencing post pandemic and the growth over the last year:
- BIA’s forecast estimates the channel will grow 8.4% year-over-year, which is up 25% from drastic declines in 2020
- The Out of Home Advertising Association of America (OAAA) reported in August that OOH ad revenues in the second quarter of 2022 have nearly reached 2019 levels.
View this webinar as BIA and SalesFuel examine this channel and identify opportunities for local sellers. View On-Demand.
- BIA Examines Growth in Local Over-the-Top Advertising at TVB Forward 2022 Conference September 22, 2022BIA’s current U.S. Local Advertising Forecast indicates that local Over-the-Top (OTT) advertising will rise to $2.8B by 2024, making it one of the fastest growing local media channels. BIA’s Nicole Ovadia, VP Forecasting and Analysis, and Rick Ducey, Managing Director,…
- Top 10 Billing Radio Stations and Owners in 2021 September 21, 2022Top Billing Radio Stations in 2021 In a streak lasting since 2014, Hubbard Radio, LLC’s WTOP-FM in Washington, DC was once again the top billing radio station in 2021. BIA estimates that WTOP-FM pulled $70 million in revenues in 2021,…
- Mid-Term Elections Political Spend Provides Boost to Georgia and a Few Other States September 14, 2022The 2022 midterm elections, like fall, are fast approaching and some areas of the U.S. are going to be inundated with more political advertising than others, according to data from BIA Advisory Services. My home state of Virginia will be…
- TV OTA and Digital Top Two Political Ad Platforms: Spend Intel from BIA and AdImpact September 8, 2022As expected, political ad spend this year has been extremely high, and there’s no sign of it slowing down in the final two months. Nationally, BIA forecasts that TV Over-The-Air (OTA) will reach $3.8 billion by the end of the…
Transaction Update for Television and Radio (Year-to-Date):