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 like Automobiles, Political, Legal and many more.

Purchase this 100+ page report to get a detailed understanding of the trends, growth, and opportunities in the local advertising marketplace from 2023-2027. 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. Plus, for $495, add on access to the BIA ADVantage platform for a deeper dive into the nationwide forecast.

Forecast updated June 2023.

Updated in June 2023 from original projections for the year, 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.

A 100+ page report, this comprehensive forecast offers an objective and credible five-year market outlook, including insights and analysis on the key issues and trends 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 opportunities
  • Identify growth and declines in ad spend by top business categories

Forecast Contents

  • Total U.S. ad spending nationally with and without Political
  • Digital and traditional media share of wallet
  • Top 5 Media by spend
  • Top Competitors for Local Digital Ad Spend
  • Largest Markets by Dollar Growth and Year over Year Percent Increase
  • Regional Analysis
  • Share of Wallet across media for 2023
  • Local Video (i.e. Local Broadcast TV, Local Cable, Local Digital TV, and Local OTT) Ad Revenue
  • Local Broadcast TV and Local Radio Ad Spend
  • Local Newspaper, Social, Mobile, OOH, and PC/Laptop Ad Spend and Trends
  • Detailed OTT Spend and Analysis
  • Vertical Category Analysis: Top Spenders and Growth Vertical

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 ad spend data across 96 business verticals. Contact us for details at

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