Florida’s local advertising landscape is flourishing this year, as showcased in a presentation by BIA’s Christina Hurley at the Florida Association of State Broadcasters’ Annual Convention in Palm Beach. BIA forecasts that total local advertising revenue will reach $12.4 billion (not including political ad spend) in 2025, an increase from $11.6 billion in 2024. This large market offers significant opportunities for broadcasters and advertisers throughout the Sunshine State.
Mobile advertising is expected to continue leading all media channels, capturing a 22.3 percent share of advertising spend, primarily driven by social media platforms.
During her presentation at the convention, Christina highlighted key trends and revenue opportunities to help businesses remain competitive in both digital and traditional advertising. She also touched on BIA’s latest tariff sensitivity analysis, which examines how various economic scenarios could affect advertising spending across the state’s important business sectors.
Here’s a few key takeaways for Florida.
Despite overall economic and tariff concerns, Florida’s diverse advertising ecosystem continues to provide significant opportunities in both traditional and digital platforms. However, digital channels are getting ahead of traditional, fueled by investment in Connected TV (CTV) and Over-the-Top (OTT), which is now the state’s fastest-growing media platform.
The top three advertising spending markets in Florida, according to BIA’s U.S. Local Advertising Forecast for 2025, account for nearly two-thirds of Florida’s advertising spending. They include:
- Miami-Fort Lauderdale ($3.0 billion)
- Tampa-St. Petersburg-Sarasota ($2.5 billion)
- Orlando-Daytona Beach-Melbourne ($2.3 billion).
Together, these markets account for 64% of the state’s total advertising spending, underscoring their significance for media companies and advertisers.
Florida’s broadcast sector is expected to undergo healthy expansion, with TV, radio, and CTV/OTT projected to gain an additional $72.9 million in 2025. CTV and OTT services are particularly strong, showing a 15% year-over-year growth with projected revenues of $241.2 million.
Advertisers and media companies may not be surprised to learn that what we’ve termed this year as the “Three 3 Rs” are driving substantial growth in Florida:
- Restaurants/Food, expected to reach $1.9 billion with a growth rate of 9.8%
- Retail is projected at $1.0 billion with a growth rate of 7.5%
- Real Estate is estimated at $407.3 million with a growth rate of 9.8%.
For more information on the Florida data presented by BIA, click here to learn more. BIA’s state ad forecast reports are available for any U.S. state, along with Local Market Performance Reports that provide an in-depth look at local market advertising trends and competition. A Florida State Ad Report is available for purchase today. To discuss any state or performance report with BIA, contact our team at sales@bia.com.
