BIA Advisory Services helps traditional and digital media, brands & agencies and technology companies secure a winning position in the local advertising marketplace.
- WEBINAR: Local Marketplace During COVID-19
- COVID-19 and Local Advertising
- NextGen TV Forecast
- Financial Vertical Ad Spending
Navigating the Local Ad Marketplace During the Pandemic
Webinar | April 7, 2020 | 2 pm EDT | Details
The Covid-19 pandemic is changing the local advertising landscape. Businesses are working tirelessly to ensure employee safety, while balancing concerns for their operations and bottom line. The balancing act is not easy.
Media sellers can help their advertisers find balance by communicate their customers’ needs for goods and services. BIA and SalesFuel will discuss how and where media sellers can support their local businesses.
Current Outlook for U.S. Local Advertising
We’re updating our estimates for the local advertising forecast in the U.S. and by market for 2020 and beyond. We will be making significant revisions to our prior forecast to incorporate considerations related to expanded political advertising and the impact of the COVID-19 virus.
Read our update 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.
- Home Improvement Advertising During Covid-19 April 2, 2020When it comes to advertisers, Home Improvement is comprised of a mix of service providers and retail establishments. BIA’s local advertising forecast looks at several key local home improvement categories: maintenance services, home building services, plumbers and HVAC, and home…
- 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…
Transaction Update for Television and Radio (Year-to-Date):