As the coronavirus continues to significantly impact the U.S. economy, BIA has adjusted its revenue projections for 2020 local advertising.
The company now estimates the total local advertising market for all of 2020 will be $144.3B, a 10.6 percent decrease from BIA’s prior estimate of $161.3B in November 2019. The new estimate also represents a 3.6 percent decline from 2019, even with the added political advertising revenue of $7.1B anticipated this year.
Download the report, Advertising Revenue in the Uncertain COVID-19 Environment, to get more analysis analysis on the new forecast, along with PRE and POST COVID revenue expectations for local media. Links to more complimentary research around the effect of COVID on local media are also listed below.
BIA ADVantage clients: Log into BIA ADVantage to view your updated local market advertising forecast estimates and additional COVID resources.
Check here regularly. BIA will continue to publish complimentary analysis on the effect of the coronavirus on local advertising:
- Navigating the Local Advertising Marketplace During the Pandemic Webinar: On-Demand Video and Presentation includes vertical ad spend analysis (Watch and View Webinar here)
- Uncertain Times Give Rise to Estate & Gift Tax Opportunities (View analysis here)
- BIA estimating a double digit decline nationwide across all U.S. local advertising from its original 2020 forecast. (View forecast details here)
- Navigating the Local Ad Marketplace During the Pandemic: What Do Local Sellers Need to Do Now? (View analysis here)
- Targeting Local Radio’s Future: From Coronavirus to Over-The-Air Zoned Ads (View analysis here)
- COVID-19 and Impacts on Local Advertising (View analysis here)
- Navigating the Local Ad Marketplace During the Pandemic: Key Economic Takeaways (View analysis here)