BIA Advisory Services helps traditional and digital media, brands & agencies and technology companies secure a winning position in the local advertising marketplace.
- Advanced TV Webinar
- New Report: Advanced TV
- Local Television Advertising
- New Station-Level TV data in BIA ADVantage
- Local TV & Location-Targeted Mobile Campaigns
Advanced TV Sales
Q4 Advanced TV Update
Summary and Webinar Materials
OTT/CTV, attribution, and digital sales each present opportunities for traditional media and pure plays as they vie for local media budgets.
During BIA’s quarterly Advanced TV update webinar on Tues., Dec, 11, an expert panel provided insights on these areas. They also explained the impact of advanced TV sales on the buying and selling of commercial TV inventory and how to maximize ROI for both the media seller and ad agencies/marketers.
Listen to on-demand recording or view the presentation.
Want assistance with your Advanced TV initiatives? BIA can help – Here’s how.
Ad Fraud and Its Impact on Local Media Spending
BIA, in collaboration with Marketing Science Consulting Group, is conducting an advisory program to assess the effect of fraud in programmatic media. Our goal is to help advertisers and local media publishers become aware of the risks and take proactive action to contain this growing threat. Ad Fraud and Its Impact on Local Media Spending (December 2018), presents new data, learnings and insights from 2018.
Total Local TV Advertising and Total U.S. Retail Vertical Forecasts
BIA projects a healthy growth of approximately 6% year-over-year in total ad spending for local broadcast television stations (over-the-air and online TV).
Advertisers are expected to spend $19.2 billion on local broadcast television stations in 2018, compared to $18.2 billion in 2017. Importantly, local broadcast television stations’ online platforms are projected to continue the historical double-digit growth trend.
Looking at the U.S. Retail vertical, the largest marketers in this category including furniture stores, department stores, women’s clothing and home centers are forecasted to spend $1.2 billion, $1.8 billion, $0.9 billion, and $2.9 billion respectively, on local media in 2019.
BIA issued the forecast during the TVB Forward 2018 conference. Read more here.
Access the full summary of the Total U.S. Retail Vertical Forecast here.
BIA Integrates Local Television Audience Data from comScore into its Advertising Intelligence Platform BIA ADVantage
comScore’s station-level local television data enhances the integrated, full view into local television markets delivered by BIA ADVantage.
BIA Advisory Services has integrated comScore’s local television audience measurement and ratings information into BIA ADVantage, a proprietary platform that delivers local market advertising intelligence. Leveraging comScore’s local television information delivers valuable audience details for every station in all 210 local television markets.
The data partnership between BIA and comScore offers instructive analytics and competitive insights broadcasters require to assess their market strength and competition in a way not previously possible.
Read more about the data integration | Learn more about BIA ADVantage
BIA estimates ad spending in local TV and location-targeted mobile will nearly reach $43 billion in 2018. Advertisers will spend $20.8 billion in local television and $22.1 billion in location-targeted mobile to target audiences in 2018.
The report Local TV and Location: How Targeted Mobile Intelligence Creates High Impact Campaigns examines the growth for each media and how marketers are integrating the channels to unify their ability to effectively reach, target and engage consumers in a multi-platform environment.
Download here.
- The Crossroads of Location Data and Privacy December 13, 2018In this edition of BIA Advisory Service’s Vantage Points, we share insights from Dan Hight, Business Development and Partnership Executive and Industry Advisor for BIA. The Vantage Point series taps the perspectives of various lookout points from around the local media and tech…
- Co-Op Advertising Fund Users Have Big Plans for 2019 December 12, 2018More than 40% of US small businesses (SMBs) sell brands or branded products that potentially qualify for co-op funding. Local media and marketing sellers have a significant revenue opportunity in helping eligible SMBs access co-op programs. But many media sellers…
- Voice Search is the New Norm?! December 11, 2018Voice Search is the New Norm?! There’s No Time for Skepticism. With Bernadette Coleman, CEO Advice Local This is the latest in BIA Advisory Service’s Vantage Points series where we tap the perspectives of various lookout points from around the local media and tech…
- Geo-Zoned Advertising for Local Radio Stations Could Drive Millions in Revenue Growth December 10, 2018Local radio stations do not have the authorization to provide zoned coverage areas inside their overall FCC authorized signal contours. What would happen if this changed? The results could be quite remarkable, as shown by a recent study BIA performed…
BIA 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.