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

Current Insights & Analysis

BIA/Kelsey Forecasts U.S. Local Advertising Revenues to Increase 5.2 Percent in 2018 to $151.2B; Largest Annual Increase in Five Years

BIA/Kelsey’s new advertising forecast reveals that a mixture of a robust economy, a competitive political landscape and significant growth in mobile/social media will combine to drive a notable increase in local advertising revenue next year.

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2018 forecast prediction and top 3 media

Based on new survey findings of business advertisers, Plus Spenders advertisers (businesses spending more than $25,000/year) are using an average of 17 different media channels for their advertising and promotion.

“Over 85 percent of Plus Spender advertisers indicated they are already using some form of mobile advertising, and they intend to increase that usage next year by focusing on areas such as mobile search, mobile websites and mobile display,” commented Celine Matthiessen, VP Analytics and Insights.

BIA/Kelsey’s LCM, Wave 21 reports can be purchased a la carte in the BIA/Kelsey eStore. Subscribers of BIA ADVantage can view the research from the online dashboard found here.

The new wave of BIA/Kelsey’s Local Commerce Monitor™ (LCM) Wave 21 completed in the third quarter of 2017, indicates that SMBs intend to allocate 62.2 percent of their budget to digital media to promote their businesses next year. Read more public findings.

The LCM survey tracks SMB advertising and marketing spending, web footprint, media performance assessments, and opinions about key topics like emerging media and sales channels. For this survey, “SMB” is defined as a business having from 1 to 100 employees.

Subscribers of BIA ADVantage can login to view new research reports detailing the intentions and plans of TV/Cable advertisers and the advertising intentions of Plus Spenders (those spending more than $25,000/year) and Core advertisers (those spending less than $25,000/year). Research available for individual purchase

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2018 U.S. Local Advertising Forecast

In the 2018 U.S. Local Advertising Forecast, BIA provides its estimates for nationwide and local market advertising revenue.

Will advertising revenues grow next year? What are the top media by spend and share? Subscribe to BIA ADVantage to get complete insights into the local advertising market.

More about BIA ADVantage.

Recent Reports

Local Media Watch Blog

Transaction Activity (as of 11/2017)

BIA/Kelsey tracks the value of transactions in TV and radio and the number of stations sold in each industry on a monthly and year-to-date basis. View all the details.

$ 4593 M
TV Transaction Value
$ 391 M
Radio Transaction Value
91
# TV Stations Sold
635
# Radio Stations Sold

“October saw a slight bump up in the number and dollar value of TV stations being sold, while radio stations sales slowed down a bit. Given that the most recent FCC change in local ownership rules primarily affect local TV stations, we should see a continuation of this trend for the next few months.”

fratrik

– Mark Fratrik, SVP and Chief Economist BIA/Kelsey

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