U.S. Local Advertising Forecast

Twice a year, BIA publishes its U.S. Local Advertising Forecast that provides a national overview of U.S. spending in local markets. The 2020 forecast represents our main yearly update. Quarterly updates will capture ongoing developments and analytical assessments.

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-sized businesses.

The U.S. Local Advertising Forecast is helpful to:

Understand the market outlook now and in five years

Gain insights around the key drivers and assumptions behind top-line numbers

Drill down into specific media to track activity and opportunity

U.S. Local Advertising Forecast 2020

The 2020 forecast covers the entire local advertising marketplace, including all media generating revenues by selling access to local audiences to all types of advertisers (national, regional and local).

The 100+ page includes over 45 charts and tables and provides a five-year forecast for 13 media, now including OTT. Contents include:

  • Executive summary providing a nationwide assessment of the local media market.
  • Forecasts for 10 segments (Direct mail, local video, mobile, online/interactive, radio, newspapers, out-of-home, directories, social and local magazines.)

The forecast delivers a thorough look at the trends affecting media/advertising platforms.

Purchase the report.  (Subscribers of BIA ADVantage – login now to access the U.S. Advertising Forecast and view estimates for local TV and Radio Markets.)

2020 US Ad forecast

INDIVIDUAL MEDIA COVERED IN THE FORECAST:

Direct Mail

Local Video

(Over-the-Air-Television, Local Cable Television, Out-of-Home/OOH Video)

Newspapers

Online/Interactive

Radio

Mobile

Directories

(Print & Internet Yellow Pages)

Social

Local Magazines

Out-of-Home

SAMPLING OF TOPICS EXAMINED IN THE FORECAST:

Annual revenue changes for each media

Local video advertising revenues distribution across media

Share of mobile ad spend by format (e.g., display, search, SMS)

Local versus national ad spend for mobile and social

Local search versus top-line search revenue

Google: 2016 Top-Line Search Leader

Social trends around Twitter, YouTube and LinkedIn

BIA defines local advertising as all advertising platforms that provide access to local audiences for national, regional and local marketers.