U.S. Local Advertising Forecast 2023


The U.S. Local Advertising Forecast 2023 provides an overview of paid U.S. local advertising spent by national, regional and SMB advertisers. The forecast includes a five-year nationwide overview of total U.S. Ad spending for top media showing share of wallet and competition across digital and traditional media. It also identifies top business category spenders in top media.

Purchase this forecast to get a detailed understanding of the trends, growth, and opportunities in the 2023 -2027 local advertising marketplace. Included are over three dozen charts detailing ad spend, 5-year projections, regional analysis, and insights into the continuing effect of the pandemic on the advertising marketplace. Forecast updated Nov 2022.

The U.S. Local Advertising Forecast 2023 delivers a five-year nationwide overview of total U.S. spending in local markets and market-based advertising revenue estimates for top media. BIA Advisory Services defines local advertising as all advertising platforms that provide access to local audiences for national, regional and local marketers.

Offering an objective and credible five-year market outlook, the forecast includes analysis from BIA’s VP of Forecast and Analysis, Nicole Ovadia, on the key drivers and assumptions behind top-line numbers, as well as important analysis on how inflation, supply chain delays and lingering pandemic issues are impacting local advertising spend.

Companies use the U.S. Local Advertising Forecast to:

  • Obtain a reliable view of the ad spend in local media
  • Understand the market outlook now and in five years
  • Gain insights into the ad platforms that are growing in use by advertisers
  • Drill into specific media, like TV OTA and Digital, Radio OTA and Radio Digital, Over-the-Top (OTT), OOH, PC/Laptop, Local Mobile and Social and others to track activity and opportunity

Forecast Contents

  • Total U.S. ad spending nationally and in local markets
  • Local advertising five-year forecast
  • Digital and traditional media share of wallet
  • Top 5 Media by spend
  • Top Competitors for Local Digital Ad Spend
  • Regional Analysis
  • Share of Wallet across media for 2023
  • Local Video (i.e. Local TV, Local Cable, Local PC/Laptop Video, Local Mobile and Local OTT) Ad Revenue
  • Local Broadcast TV and Local Radio Ad Spend
  • Local Mobile and Local Social Ad Spend and Trends
  • Vertical Category Analysis: Top Spenders and Growth Verticals

Who Should Read This Report?

  • Media executives in charge of planning and budgeting advertising spending
  • Sales leaders and sales strategists
  • CMOs
  • CROs
  • Any executive with a role in selling digital advertising or marketing solutions

When you purchase the U.S. Local Ad Forecast 2023, it is delivered in PDF format. For an extra $495, you can choose to add on access to BIA ADVantage to get even more detailed nationwide and local ad spend data across 96 business verticals. Contact us for details at