BIA Advisory Services helps traditional and digital media, brands & agencies and technology companies secure a winning position in the local advertising marketplace.
BIA’s U.S. Local Advertising Forecast 2021 Reveals A Little Growth Across Media Even Without Political Advertising
In its newly released U.S. Local Advertising Forecast 2021, BIA Advisory Services estimates total local advertising revenue across all media in the U.S. will reach $137.5 billion in 2021. This estimate represents a 2.5 percent year-over-year growth from the firm’s final post-COVID estimate for 2020 of $134.1 billion, as businesses start to adapt and rebound from the pandemic lows. As the expected presence of vaccines will help with the continuing rebound in the economy, we expect this increase will occur throughout 2021 even without the presence of significant political advertising.
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BIA Revises Down its U.S. Local Ad Revenue Estimate for 2020 to $140B Due to Continuing Coronavirus Impacts
BIA Advisory Services has adjusted its estimate for the total local advertising market for 2020 to $140.4 billion, down from $144.3 billion in April.
This forecast estimate represents a 6.1 percent decline from 2019, even with strong political advertising anticipated this year and a few business verticals showing advertising strength.
Since its April forecast, BIA increased the expected political ad spend from $7.1 billion to $7.3 billion.
As the coronavirus continues to significantly impact the U.S. economy, BIA adjusted its revenue projections for 2020 local advertising in August 2020.
The report, Advertising Revenue in an Uncertain COVID-19 Environment: BIA’s Updated 2020 Local Ad Forecast, examines of the effect of the pandemic on local advertising spend across media and business verticals.
- Radio Versus the Duopoly: The 2x Equation. December 22, 2020BIA’s recent forecast for 2021 shows Radio as #5 among the top five ad media for local spending. Mobile (smartphones, tablets) and Online (desktops, laptops) claim the #2 and #3 positions. If we combine the spending across these three media…
- Local TV Advertising Will See a Strong Recovery in 2021 December 17, 2020The $15.7 billion BIA is estimating in ad spend for local television (broadcast and online), while down from 2020 levels of $16.8 billion, represents a strong recovery for the media when you remove the unprecedented amounts of political ad spend.…
- Top 3 Verticals for Local Ad Spend Growth in 2021 December 10, 2020In early December, BIA released its 2021-2025 local advertising spend forecast. The five-year forecast examines the ad spend by 12 vertical categories that consist of 95 sub-verticals across 16 media. Overall, BIA is forecasting that local ad spend will increase…
- U.S. Local Advertising Will Start to Rebound in 2021 December 3, 2020BIA Advisory Services estimates total local advertising revenue across all media in the U.S. will reach $137.5 billion in 2021, up 2.5 percent year-over-year from $134.1 billion in 2020. Even without the presence of significant political advertising, BIA expects this…
Transaction Update for Television and Radio (Year-to-Date):