BIA Advisory Services helps traditional and digital media, brands & agencies and technology companies secure a winning position in the local advertising marketplace.
Bolstered by a Political Year and the Economy, BIA Forecasts Local Broadcast TV Ad Revenues to Increase By 26.5 Percent in 2022
BIA Advisory Services estimates the local broadcast TV industry in 2022 will generate $21 billion in advertising revenue, with $19.3 billion in over-the-air (OTA) revenue and $1.7 billion in digital. This estimate indicates an increase of 26.5 percent over 2021 for the industry. Previewing the new forecast today in an address before the TVB Forward Conference, Tom Buono, founder and chief executive officer of BIA Advisory Services, explained drivers behind the forecast that include a long and significant political advertising season, growth in TV’s digital advertising opportunities, and positive economic signs for key verticals.
Looking Ahead into the Local OTT/CTV Marketplace
More than a quarter (28%) of total TV viewing time in August 2021 was to OTT/CTV beating out broadcast TV (24%) according to Nielsen. The consensus is that pandemic-induced media changes including more OTT/CTV viewing and subscriptions largely are here to stay. The local market for OTT/CTV includes offers by the major TV groups focused on news and sports and aggregating local OTT impressions to create a more efficient marketplace for local and regional buyers.
Leading Local Insights Podcast Episode 23: Targeting Local Viewers in OTT
In this podcast, BIA’s Managing Director, Rick Ducey, talks with Brian Hunt who is the Head of CompulseOTT and Sinclair OTT/CTV. They discuss how to navigate the OTT opportunity and solutions that are simplifying how to successfully target local viewers in OTT.
- Leading Local Insights: Racial Justice in Media as Explained by Bob Branson, Pres/CEO, Multicultural Media, Telecom & Internet Council October 25, 2021Bob Branson joined the Multicultural Media, Telecom & Internet Council (MMTC) as president and CEO in June 2021 and recently sat down with BIA for an episode of our Leading Local Insights podcast series. Branson brings to MMTC his deep…
- Leading Local Insights: Five Keys to Success in 2022 October 5, 2021In the latest episode of BIA’s Leading Local Insights Podcast, Five Keys to Success in 2022: Follow the Money, BIA’s CEO and Founder, Tom Buono, talks about five keys to build a successful 2022: tapping into a robust political year,…
- Mid-Term Elections Expected to Bolster Local Broadcast TV Ad Revenues in 2022 October 4, 2021BIA is forecasting that ad spend on local television will be $21 billion in 2022, with $19.3 billion going towards over-the-air television ads and $1.7 billion going to digital television ads. This is an increase of 26.5% from 2021 local…
- OTT is Data-Driven Connected TV September 27, 2021In light of the Media Rating Council recently defining Over-the-Top (OTT) to be Connected TV, I recently spoke with Brian Hunt, head of OTT/CTV advertising sales at Sinclair Broadcast Group. Brian runs Sinclair’s CompulseOTT, an aggregated data-driven platform with a…
Transaction Update for Television and Radio (Year-to-Date):