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State of the Screens

U.S. Local Advertising Revenue to Exceed $161B in 2020, According to BIA Advisory Services’ Forecast

By November 27, 2019No Comments

Local ad spend by year (YoY growth) according to BIA Advisory Services:
1) 
2018 – $145.5B
2) 
2019P – $152.7B (↑ 5%)
3) 2020P – $161.1B (↑ 6%)
4) 2021P – $165.8B (↑ 3%)
5) 2022P – $173.8B (↑ 5%)
6) 2023P – $179.6B (↑ 3%)
7) 2024P – $187.6B (↑ 4%)

Local ad spend by platform (% of total):
1) 
Digital – $52.8B (33%)
2) Direct Mail – $37.1B (23%)
3) Local TV – $26.3B (16%)
4) Local Radio – $14.3B (9%)
5) Other – $30.6B (19%)

Local video ad spend by year (YoY growth):
1) 
2018 – $29.8B
2) 
2019P – $30.3B (↑ 2%)
3) 2020P – $33.0B (↑ 9%)
4) 2021P – $32.4B (↓ 2%)
5) 2022P – $34.7B (↑ 7%)
6) 2023P – $34.6B (↓ 0%)
7) 2024P – $37.1B (↑ 7%)

Digital share of local broadcast ad revenue:
1) 2018 – 6%
2) 
2019P – 7%
3) 2020P – 8%
4) 2021P – 9%
5) 2022P – 9%
6) 2023P – 10%
7) 2024P – 11%

More #1: Scripps: Don’t Overconsolidate In One Business

More #2: Nexstar: Making The Most Of Having The Most

More #3: Sinclair CEO says he’s pivoted to local news and sports to avoid streaming services ‘sea of blood’

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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