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State of the Screens

Local TV Ad Spending to Dip After Strong 2018

By July 25, 2019No Comments

Local advertising will pass $155B in 2020.

Local ad spend by year according to BIA Advisory Services (YoY growth):
1) 
2018 – $145.5B
2) 
2019 – $148.8B (↑ 2%)
3) 2020 – $155.4B (↑ 4%)
4) 2021 – $158.5B (↑ 2%)
5) 2022 – $164.6B (↑ 4%)
6) 2023 – $168.4B (↑ 2%)

Local ad spend by platform (% of total):
1) 
Direct Mail – $37.2B (25%)
2) Mobile – $21.8B (15%)
3) Online/Interactive – $20.2B (14%)
4) Local TV – $18.6B (13%)
5) Local Radio – $14.5B (10%)
6) Other – $36.5B (23%)

Local video ad spend by year (YoY growth):
1) 
2018 – $29.8B
2) 
2019 – $29.5B (↓ 1%)
3) 2020 – $32.1B (↑ 9%)
4) 2021 – $31.3B (↓ 2%)
5) 2022 – $33.1B (↑ 6%)
6) 2023 – $33.0B (↓ 0%)

Quick math #1 on the political share of local broadcast advertising in 2020:
1) $18.5B 
in total spend
2) $3.3B in political spend
3) $15.2B in non-political spend
4) 18% of all local broadcast ad dollars in 2020 will come from political

Quick math #2 on the political share of local cable advertising in 2020:
1) $6.3B 
in total spend
2) $1.0B in political spend
3) $5.3B in non-political spend
4) 16% of all local cable ad dollars in 2020 will come from political

More: Local Ads To Hit $148.8 Billion In 2019, Traditional Media Share Drops

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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