Local advertising is entering one of its most complex and opportunity-rich periods in decades. As we outlined in our 2026 Local Advertising Trends Report, we estimate that $182 billion will be spent on local advertising this year. But the headline number only tells part of the story. What matters more is where that money is flowing, how it’s being deployed, and what it means for local media companies navigating a rapidly changing marketplace.
That’s why we launched our first Leading Local Insights podcast of 2026 as an extension of the Trends Report. Our goal was to take the data and analysis and translate them into a practical discussion about what’s happening on the ground. Thanks to my analyst team, we achieved that goal. As you’ll hear, the expertise and perspectives of Rick Ducey, Senan Mele, Celine Matthiessen, Mark Dugan, and Steve Passwaiter deliver practical insights that media leaders and operators can put to work.
One of the clearest takeaways is that growth is not evenly distributed. We continue to see strong momentum in CTV and cross-platform video, as advertisers look to combine the reach and trust of traditional television with the targeting, flexibility, and measurement capabilities of streaming. For sellers, this reinforces the importance of integrated video strategies that align broadcast, CTV, and digital video in a way that makes sense for advertisers and delivers measurable outcomes.
We’re also seeing digital out-of-home (DOOH) build on its momentum. With more digital screens, improved data capabilities, and growing programmatic access, OOH is increasingly being used as a complement to video and digital campaigns. For certain categories—especially those that depend on proximity, awareness, and physical movement—out-of-home is playing a meaningful role in driving incremental reach and reinforcing brand presence.
At the same time, national brands are leaning further into local markets. This isn’t new, but it is evolving. National advertisers are no longer treating local as a purely tactical add-on. Instead, they’re investing in market-level performance, localized creative, and cross-platform video strategies that allow them to be more relevant and more effective in individual communities. This shift creates real opportunity for local media companies that can package inventory, data, and insight in a way that supports those goals.
Another important theme in our 2026 analysis is which business verticals are gaining momentum. You’ll have to listen to the podcast to learn about each one, but I can say that each is driven by different economic and consumer dynamics. For local sellers, this underscores the need for smarter prospecting, sharper vertical strategies, and a more performance-oriented approach than in years past.
Finally, while 2026 is a midterm election year, political advertising is expected to be intense but uneven. Naturally, spending will be concentrated in competitive markets, creating periods of inventory pressure and pricing volatility rather than a uniform national lift. Understanding where that pressure is likely to emerge and planning accordingly will be critical for media companies as they balance political demand with core advertiser relationships. Hear what our team has to say about that in the podcast discussion.
I encourage you to listen to the latest episode of Leading Local Insights, Inside the $182B Local Ad Market: Key Trends for 2026, for a deeper discussion on each of these topics, and to download the full trends report for the data behind these insights.
Then, let us know how we can help you this year. At BIA, our focus remains on bringing clarity to a complex local advertising marketplace and supporting better decision-making.
