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Leading Local Insights: Episode 5: Financial Services Businesses and Local Media

by | Apr 13, 2021 | BIA Podcast, Blog, Local Advertising Forecast

In episode 5 of Leading Local Insights, Financial Services Businesses and Local Media, BIA’s Managing Director Rick Ducey examines the ad spend and media selections of businesses in the legal services vertical. According to BIA’s estimates, the Financial Services vertical is the second largest business vertical of the 12 verticals we cover in our local media forecast in 2021. This vertical has grown year-over-year, up from the third position in 2020. Across its nine sub-verticals, BIA estimates total ad spending will reach $15.9 billion in 2021, up 10 percent from 2020.

In this podcast, Rick covers the media channels that are forecasted to see ad spend grow this year and where ad spend will decline. He also offers important takeaways for several of the nine sub-verticals covered in the forecast. These sub-verticals range from insurance and banks to investment and retirement businesses. Plus, he examines opportunity in the vertical through what we all hope is becoming a post-COVID marketplace. Rick explains what to look for in the second half of the year and where there are opportunities to secure local advertising revenue.

Listen to the episode, Financial Services Businesses and Local Media.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.

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