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Unveiling the Current and Future Marketplace of Local Advertising

For 40 years, BIA has been at the center of local advertising, tracking nationwide and local market advertising. Our U.S. Local Advertising Forecast offers the industry’s best predictive analytics and insights to explain the dynamic landscape of U.S. local advertising.

The U.S. Local Advertising Forecast

BIA’s U.S. Local Advertising Forecast is meticulously crafted to explain market dynamics and show where dollars are being spent both in traditional and digital media.

The forecast represents all media nationwide that generates revenue by selling access to local audiences to all types of advertisers including national and regional companies, and small and medium-sized businesses (SMBs). “Local” audience advertising sales include buys specifying local and regional markets.

The comprehensive data from the forecast helps with developing effective ad selling strategies, whether you’re a national corporation, a broadcast or regional company, or a small and medium-sized business (SMB).

Current Forecast

The current forecast is the 2024 U.S. Local Advertising Forecast. The forecast was published in October 2023.

Understand the market outlook now and in five years

Track share of wallet across media

Examine competition across digital and traditional media

Purchasing the U.S. Local Advertising Forecast

A presentation deck generated from the U.S. Local Advertising Forecast is available for purchase on our shopping cart.

Purchase this 100+ page report to get a detailed understanding of the trends, growth, and opportunities in the local advertising marketplace. Included are over three dozen charts detailing ad spend by media and business verticals, 5-year projections, regional analysis, and much more.

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Expanded Forecast Views

For a deeper dive into the U.S. Local Ad Forecast, purchase a subscription to BIA’s ad revenue platform, BIA ADVantage.

Accessing the forecast through ADVantage delivers an interactive view of the ad spend of 96 sub-verticals like Restaurants, Retail, Auto, Finance, Political, Healthcare, Leisure and more across 17 key media channels (I.e., TV OTA, TV Digital, PC/Laptop, Mobile, Social, Radio OTA, Radio Digital, Cable TV, Newspapers, Direct Mail, Out-of-Home (OOH), and Directories).

In BIA ADVantage, the forecast years covered are 2020-2027.

All data is exportable in chart and table form for easy use in presentations and materials. Plus, the Forecast Presentation Deck is available in the Reports area.

For a demonstration and pricing, contact

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