U.S. Local Advertising Forecast 2020


The U.S. Local Advertising Forecast 2020 provides a complete overview of paid U.S. local advertising. It includes a five-year national overview of total U.S. spending in local markets and market-based advertising revenue estimates for top media (i.e., Local Video (Including Local Over-the-Air Television, Local Cable Television, Out-Of-Home Video, Mobile Video), Local Radio, Online / Interactive (including Local Online/Interactive, Local Search, Local Display), Mobile, Direct Mail, IYP and PYP, Out-of-Home, Social, Newspapers and Local Magazines.) The forecast provides a 360-degree view of the market for local advertising — defined as targeted messaging to specific geographic markets — spent by national, regional and SMB advertisers. (Are you a BIA ADVantage subscriber? The forecast is available in the dashboard. Login to access.)

The U.S. Local Advertising Forecast 2020 delivers a five-year national 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.

The forecast offers a comprehensive and authoritative view of the local landscape and delivers an objective and credible five-year market outlook.

The forecast includes expert analysis by BIA’s Chief Economist, Mark Fratrik, that provides valuable analysis on the key drivers and assumptions behind top-line numbers. In addition to the national forecast, individual top media.

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

  • Acquire a reliable view of the ad spend in local media
  • Understand the market outlook now and in five years
  • Gain insights around the key drivers and assumptions behind top-line numbers
  • Drill into specific media to track activity and opportunity

Forecast Contents

National Overview – Total U.S. Spending

  • Total U.S. ad spending nationally and in local markets (analysis and insights by BIA Chief Economist and analyst team)
  • Local advertising five-year forecast
  • Local ad market and traditional media
  • Steady shift toward digital media (dollars & percentage)
  • Order of media per their contribution to local media pie in 2020

Individual Media Forecasts

  • Five-year forecasts for each media
  • Revenues and shares for each media
  • Annual revenue changes for each media

Critical Analysis Topics

  • Television and radio over-the-air and online revenue
  • Local video advertising revenue and distribution across media
  • Location-targeted v non-location targeted mobile ad spend and revenue
  • Mobile advertising revenue drivers
  • Local-Targeted Mobile Ad Spend by Format
  • Social mobile versus desktop/tablet ad spend
  • Social media advertising by company
  • Overall mobile advertising drivers
  • Local versus national ad spend for mobile and social
  • Distribution of 2020 Local Radio Station Advertising
  • Key takeaways for each media

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