Leading Local Insights

The real quarterbacking for the Super Bowl started as the game finished. That’s when everyone examined measurement around ratings, national and local advertising outcomes, the effect of the Olympics on the Super Bowl (and vice versa) and more.  So how did it all turn out? What are the takeaways? That’s a focus of this podcast, where our guest speaker, media research analyst, Brad Adgate, discusses...

As more states legalize Online Gambling, ad dollars flowing into this area offer new sources of local ad revenue. In this episode, Mark Fratrik, Chief Economist for BIA, breaks down the ad forecast for Online Gambling this year. Overall, we estimate over $1.6 billion will be spent across 16 advertising channels. Traditional channels will account for more than $2 out of every $3 dollars spent by ad...

BIA forecasts local video will reach $40.5B in 2022. Of the six channels that comprise local video, local TV over-the-air (OTA) is the dominant local video channel with $23.2B. However, the local video advertising market is becoming more competitive with PC or Laptop, Out-of-Home (OOH), and mobile video. While this means the shares of local TV and cable system advertising are eroding, they are sti...

After taking all continuing COVID effects into consideration, BIA estimates $173.3 billion in total local advertising this year. That is a $17.8 billion increase from 2021. So, who’s spending these ad dollars?  Get a CEO perspective on local advertising in this podcast. BIA’s CEO Tom Buono, and SalesFuel’s CEO C. Lee Smith, discuss their expectations for the Finance, Retail and Automotive vertical...

The Automotive Market has undergone some major disruptions throughout the pandemic.  In 2022, with supply chain issues getting ironed out and pent-up demand by consumers, Automotive advertising spending is forecast to increase 39.6%, but still $3 billion behind 2019 spending. Listen to this podcast to hear Mark Dugan, a consultant for BIA, share insights on Automotive advertising spend in the key...

Local TV is estimated to generate $23.3B in 2022. Key verticals for this media channel include political, gambling ads, and auto. Plus, the growth of CTV is having a positive effect. Listen to this podcast to hear BIA’s Rick Ducey and Mark Fratrik share data highlights from BIA’s ad forecast, along with insights and recommendations for local TV. 

The radio industry is morphing into the “audio” industry as leading groups reach across broadcast and digital platforms to reach and serve audiences and advertisers.  In this episode, our guest is Pierre Bouvard, chief insights officer for Cumulus Media/Westwood One. He offers a sense of what he’s seeing in the marketplace and where we’re headed in 2022. He describes the strategies and data drivin...

For a moment this summer, the world started to return to normal and then Delta hit fast and hard impacting travel and all types of activities and now Omicron is surging. On top of Covid issues, major supply chain issues continue, and labor force issues are being felt throughout local, impacting many businesses including restaurants and the hospitality industry. On a bright note, political is antic...

SalesFuel’s Founder and CEO C. Lee Smith joins BIA’s Rick Ducey to discuss highlights from the 11th State of Media Sales survey of about 400 media sales reps and media sales managers including broadcast TV, cable, radio, newspaper, magazines, direct response and those how have more than half of their revenue from digital sources. Key points in the discussion include revenue trends; sales managemen...

The local video market has been upended by pandemic-induced consumer media changes. There’s a shift toward impressions-based trading, IP device-based measurement, and data science evolutions for targeting and attribution. In turn, there are significant paradigm shifts in building, targeting, and activating consumer segments and attributing campaign performance. In this podcast Rick Ducey and Mitch...

BIA has been documenting the shift to digital ad spending yet local radio continues to show strength in the market as radio groups add podcasting, streaming and other digital solutions to their mix of services.  Audio, in its various forms, has become cool in today’s market with marketers and agencies showing greater interest in integrated audio platform activations. In this episode, Rick Ducey, B...

The pandemic has disrupted global supply chains dealing the automotive industry significant blows. Loss of production capacity has led to lost sales and steep declines in ad spending.  Then, there’s the stand-out: Tesla. Tesla is delivering inventory with giga factories in Austin and Berlin, increased sales, higher stock prices, and a new partnership with Hertz. Plus, they’ve done it all without a...

Diversity, Equity and Inclusion initiatives are improving the outlook for career and ownership opportunities for many in the local media industry. Since 1986, as a leading public interest tech organization, MMTC has fought for equal access and representation in tech, media, and telecommunications through opportunity creation, awareness building, and advocacy. Bob Branson accepted the leadership at...

In this podcast, BIA’s CEO and Founder, Tom Buono looks ahead to 2022 to offer five keys to find success. It’s all about following the money, and Tom explains the share of ad wallet across media to identify opportunities.  While covering the local advertising marketplace, Tom specifically drills into local broadcast television to share ad revenue insights from his keynote address at TVB Forward th...

One of the fastest growing local ad platforms is premium video programming delivered Over-The-Top (OTT). National networks and local TV groups have developed direct-to-consumer OTT services that are ad-supported and have enjoyed successful growth since the start of the pandemic.  According to BIA’s estimates, the local OTT ad market is over a billion dollars already and fast growing. However, it i...

In this week’s episode of Leading Local Insights, BIA’s Chief Economist and SVP Mark Fratrik discusses the company’s new 2022 U.S. Local Ad Forecast. Mark examines a few of the reasons why BIA is increasing its total advertising estimates by nearly $4 billion dollars for next year.  Mark discusses how national and local retailers, the automotive industry and a significant political season will dri...

BIA recently updated its auto advertising estimates to examine how issues like a shortage of semiconductor chips, supply disruptions and increased consumer demand for new cars are affecting the automotive industry.  In this second automotive podcast on Automotive, BIA’s Suzanne Ackley, Senior Research Analyst, examines the top advertising channels for automotive businesses. Of the 17 different med...

A worldwide shortage of semiconductor chips has brought auto car production to a virtual halt. Pile on supply disruptions and increased consumer demand for cars, and there’s genuine concern about the unusual challenges the automotive industry is facing and the effect on local sales. To examine how the current market situation is affecting Automotive ad sales, BIA’s Suzanne Ackley, Senior Research...

Healthcare advertising took a nosedive in 2020 due to the constraints across the industry during the pandemic. BIA believes the ad spend in 2021 will definitely be better but still somewhat strained as the pandemic continues to put strains on hospitals, physicians, dentists and more in this vertical. In this podcast, BIA’s Suzanne Ackley, Senior Research Analyst, examines how ad dollars are spend...

In this podcast, BIA’s VP of Insights & Analytics, Celine M, talks with fashion expert and buyer, Tania Sterl, Founder, Sterl on Style, Personal Stylist, Fashion Expert, Speaker, Published CoAuthor. Tania’s expertise of buying both from retail and online fashion houses gives her a unique purview of what clothing and shoe retailers are thinking right now, what types of advertising they want to...

This year, BIA and SalesFuel have partnered to produce a monthly Digital Event Series that track the digital ad spend by important verticals.  In this podcast BIA’s CEO Tom Buono is joined by SalesFuel CEO C. Lee Smith to review key takeaways from the verticals covered in the first half of the year (i.e., Home Services, Restaurants, Tier 3 Auto, Realtors, Hotels and Museums, Lawyers & Accounta...

In this podcast, BIA’s Managing Director previews the updated OTT forecast along with the company’s OTT webinar on July 28, 2021. Gathering a diverse panel of experts, the webinar will focus on key OTT issues including addressability, reach extension, frequency capping, de-duplication, and campaign attribution. Listen now to get a sneak peek into the OTT update.

In July, BIA released a new advertising forecast for 16 media and 95 business categories. The updated forecast for 2021 takes into consideration the improving economy and the changing trends in how consumers are consuming media that accelerated during the pandemic. In this podcast, BIA’s Chief Economist and SVP, Mark Fratrik explains the different impacts on ad revenue expectations for different m...

According to Redfin, home prices nationwide this year are up 14.4% year-over-year, yet the number of homes for sale fell 49.6%. It’s an active business vertical giving local sellers immediate selling opportunities.  In this episode of Leading Local Insights, we offer an excerpt from BIA’s June Digital Series Webinar covering Real Estate. It features Celine Matthiessen, VP of Insights and Analysis,...

The NAB commissioned BIA to estimate the revenue local broadcasters are losing when their news and other local content appears in Google Search and Facebook News Feeds. Local broadcast news is highly consumed, trusted and valued information. Yet it is costly to produce, and its consumption (and the ad dollars that support it) is shifting to technology platforms where broadcasters cannot fully reco...