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Leading Local Insights: Episode 6: Ad Spend within the Road Trips Super Vertical

by | Apr 21, 2021 | BIA, BIA Podcast, Blog, Local Advertising Forecast

The pandemic slammed the brakes on the vast amount of travel around the country last year and into the beginning of this year. Now, as the vaccine rollout reaches millions of people every day, there’s a strong sense Americans will plan a trip (or two) this spring and summer. It’s good news for businesses within the Road Trips Super Vertical, and they will be spending significant ad dollars to get their share of visitors/customers.

For this year, BIA estimates that $10.2 B will be spent on local advertising in the Road Trips Super Vertical (aka Leisure vertical). In context, this spend estimate is definitely up from the incredibly low spend of barely $8 B in 2020, yet still much lower than the 2019 ad spend level that reached over $13 B.

Now, how does the ad spend split over traditional and digital media and what ad channels are growing?

Celine Matthiessen, VP of Insights and Analysis, answers these questions in the podcast, Ad Spend within the Road Trips Super Vertical. She covers the ad spend by hotels and motels, museums, historical sites, gambling facilities, and motor vehicle dealers. She also identifies the specific digital channels attracting ad dollars.

(This webinar is part of our Local Digital Event Series we are hosting with SalesFuel each month. You can find the full line up of topics here: here.)

Listen to the episode, Ad Spend within the Road Trips Super Vertical. Questions or want to see how BIA can help you? Email us at

About the Leading Local Insights Podcast

Get on-point analysis of the local media marketplace with BIA’s Leading Local Insights Podcast. Each Tuesday, BIA shares its current insights on major topics including digital ad spend, broadcast media, print, media ad platforms, advertising revenue estimates, financial valuations and more.

Find our podcast here – bookmark this link – and on Spotify, iTunes, Google, Amazon Music and more.

Have an idea on a topic you’d like us to cover in the podcast? Email us at