Insights into Local Advertising – Healthcare Vertical


Examine how the Healthcare vertical will spend in local advertising in 2020 in the report, “Insights in Local Advertising 2020 – Healthcare Vertical.” Using BIA’s 2020 U.S. Ad Forecast, the report examines how advertising dollars are being allocated and spent across traditional and digital media and the estimated ad spend for 2020-2024.

Healthcare is a large vertical for local sellers and includes seven important sub-verticals including Health and Personal Care Stores, Hospitals, Nursing and Residential Care, Offices of Optometrists, Offices of physicians/Dentists/Chiropractors, Personal Care Services and Pharmaceutical and Medicine Manufacturers. This report examines spend within each sub-vertical across media platforms (i.e., Television, OTT, Radio, Digital, Direct Mail, Cable and more.)

The report is part of a series designed to help local media organizations understand the media spending trends and behaviors of advertisers within key vertical industries. Published: March 2020


Number of Pages: 11

The report “Insights in Local Advertising 2020 – Healthcare Vertical” examines local media spending trends across traditional and digital media. The report offers the following analysis:

  • Detailed overview of Healthcare spending in all TV markets across 16 media for both 2020 and 2024.
  • Profiles Healthcare spending by media for 2020 and 2024 to reveal growth and declines in traditional and digital media.
  • Examines the ad spend in the top 10 U.S. markets.
  • Delivers comprehensive take-aways for both media companies and platform solution providers that offer actionable advice on where businesses should focus their efforts within the Healthcare vertical.

Who should read this report?

  • Media Leaders seeking a strategic approach to sell to businesses in the Healthcare vertical
  • Marketers and sales leaders in media and government
  • Marketing platform developers
  • Media sales professionals
  • Analysts, Investors

Figures and tables included in the report include: 

  • Distribution of Healthcare Spending by Media 2020 and 2024
  • Healthcare Spending in Digital vs. Traditional Media
  • Healthcare Spending in Top 10 Markets 2020
  • Healthcare Sub-Vertical Ad Spend
  • Healthcare Spending in Select Digital Media

NOTE: BIA ADVantage subscribers can login to access the report and run custom Healthcare reports for local markets.