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Local Ad Spending in Texas to Top $13B in 2017; Led By Healthcare, Retail and Restaurants, According to BIA/Kelsey Forecast

Mar 9, 2017

LOCAL IMPACT Dallas on April 5 will Explore Advertising Spending, Media Trends, Digital Competition, and Local Marketing Technology

CHANTILLY, Va. (March 9, 2017) – Local market advertising in the state of Texas will reach $13 billion this year across 19 markets, according to the Media Ad View forecast published recently by BIA/Kelsey. The key vertical markets of healthcare, retail, and restaurants will spend nearly $5 billion divided between traditional media and online/digital, with mobile advertising experiencing the highest growth.

“Our Texas forecast reveals that advertisers still trend toward traditional print and broadcast advertising as their top choices, but are definitely consuming more mobile and other online opportunities, especially as location marketing technologies take hold and deliver on-the-spot advertising,” said Mark Fratrik, chief economist and SVP, BIA/Kelsey.

The BIA/Kelsey forecast indicates that the amount of dollars each vertical will spend in the top three markets — Dallas, Houston and San Antonio – and the amounts vary significantly:

  • Healthcare: Dallas $280.6 million; Houston $260.6 million; San Antonio $92.2 million;
  • Retail: Dallas $745.6 million; Houston $698.8 million; San Antonio $255.4 million
  • Restaurants: Dallas $412.9 million; Houston $373 million; San Antonio $126.7 million

Of 12 media tracked in the forecast, the leading five choices for each vertical include

  • Direct mail (leading choice for each vertical)
  • TV Over-the-Air
  • Online
  • Radio Over-the-Air
  • Mobile

The five year Media Ad View forecast indicates the media set to grow the most over the next five years is mobile, especially for the restaurant and retail verticals. With the adoption of location based marketing technologies, the mobile phone presents a significant opportunity for advertisers to reach consumers close to the point of sale.

BIA/Kelsey will present its Texas market intelligence at its LOCAL IMPACT Dallas conference on Wednesday, April 5 in Dallas. The half day program will include speakers specializing in the local advertising marketplace, with a focus on location marketing, digital competition, and local advertising trends. Discussions will include the topics of programmatic, location based marketing, digital competition, ATSC 3.0 and national-to-local brand marketing. The event welcomes speakers from comScore, Driven Local, Nexstar Broadcasting Group and Advice Local. The premier partner for the event is the Texas Association of Broadcasters (TAB). Details and registration can be found here.

About BIA/Kelsey’s Forecasts

BIA/Kelsey offers both nationwide and local market forecasts. Details can be found here. In April, BIA/Kelsey will launch a new product for the local media industry called ADVantage that will provide online access to all of the firm’s forecasts, giving users a direct view of national and local market ad spending. For more details, email

About BIA/Kelsey

BIA/Kelsey (@BIAKelsey) combines data, analytics and insights to provide its clients with the information they need for grounded financial and strategic action. Since 1983, BIA/Kelsey has been a valuable resource for many of the leading companies in media and the financial and legal community serving media and telecom, as well as the FCC and other government agencies. Today, BIA/Kelsey offers a broad range of research, consulting services and conferences to traditional and new media companies. Learn more about BIA/Kelsey at

Additional information is available at, on the company’s Local Media Watch blogTwitter, and Facebook. Sign up for one of the company’s three newsletters: Local Media Daily,Local Tech Daily or Local Commerce Daily that cover different areas of media and technology.

Media Contacts:
MacKenzie Lovings
(703) 802-2991

Robert Udowitz
(703) 621-8060