BIA Ups US Local Ad Forecast: Revenue From Traditional And Digital To Hit $142B

BIA Advisory Services has revised its 2021 forecasts for U.S. Local Advertising Revenues to $142.4 billion, up $4.8 billion, or 3.9%, from its November 2020 estimates. The projection is split between traditional and digital media but shows that the divide is narrowing, with traditional advertising only eight percent ahead of digital mediums that include mobile, online, over-the-top, email, and traditional media’s online ventures.

“There’s an acceleration in the market that couldn’t be accounted for last fall,” said Mark Fratrik, BIA’s SVP and chief economist. “The economy is growing and we’re observing money being spent to reach audiences through various media.”

Fratrik points to OTT as growing 16% this year, surpassing the trajectory of mobile as more consumers take advantage of various streaming services on their TV screens.

Local television advertising this year will dip to $16.2 billion, but bounce up to $19.3 billion in 2022, with $1.5 billion and $1.7 billion, respectively, coming from digital platforms. Local radio advertising will rebound somewhat to $11.7 billion in 2021 and $12.3 billion in 2022, with $.94 billion and $1.04 billion, respectively, coming from digital platforms.

The revised forecast also sees a 5.6% increase in overall compound annual growth in U.S. spending in local ad markets and expects the amount to reach $157.1 billion in 2022 and $162.1 billion in 2023. While the digital media share will first leapfrog to 51% over traditional media by 2023.

For BIA clients, BIA ADVantage, the company’s local advertising intelligence platform, and Media Access Pro, the company’s broadcasting and publishing database, are updated with the company’s revised forecast estimates.

BIA’s U.S. Local Advertising Forecast Report provides a nationwide overview of U.S. spending. BIA updates it throughout the year to reflect current economic situations and to adjust ad spend across top media and business verticals. The forecast covers all media, offering a comprehensive and authoritative view of all “local” advertising spent by national and regional companies, as well as small and medium-size businesses.