BIA Advisory Services

New research from Woods & Poole Economics with support from BIA Advisory Services show stations generate $1.23 trillion in economic activity and provide 2.52 million jobs.

A survey from SalesFuel and BIA shows spending trends of health care marketers, finds that generative artificial intelligence services are heavily entering the marketing landscape.

The impact of the global economy is expected to keep most business categories down. Without the expected political bonanza, the increase for the U.S. Local Ad Forecast in 2024 is only 2.2%.

Without political, the U.S. Local Ad Forecast shows a 4.8% increase. The almost flat revenue projections for the year indicate continued economic and supply chain concerns, yet the forecast is more bullish starting mid-2023.

Executive interviews reveal auto, legal and health care services as the top verticals buying OTT advertising.

A sharp increase in spending makes it fastest growing local advertising platform, according to a new report.

Dr. Mark Fratrik, BIA Advisory Services’ longtime SVP and chief economist, is retiring at the end of June. He talks with TVNewsCheck’s Michael Depp about retrans’ slowdown, OTT’s rise and the need for broadcasters to keep their eyes on competitors coming from all directions. A full transcript of the conversation is included.

Political, online gambling and leisure sectors showing growth in local advertising; auto down from earlier estimate but showing tempered growth compared to 2021.

He will maintain a role as a strategic adviser to BIA while Nicole Ovadia takes over management of forecasting services.

Nicole Ovadia was named vice president of forecasting and analysis; Leyla Chatti joins as senior media analyst and Mark Dugan is director of data insights and client relations.

With no ownership cap relief in sight from the FCC, broadcasters look to pick up ones and twos along with pursuing other avenues to grow their businesses. Meanwhile, the industry waits to see if Tegna will be sold. Note: This story is available to TVNewsCheck Premium members only. If you would like to upgrade your free TVNewsCheck membership to Premium now, you can visit your Member Home Page, available when you log in at the very top right corner of the site or in the Stay Connected Box that appears in the right column of virtually every page on the site. If you don’t see Member Home, you will need to click Log In or Subscribe.

The advertising forecast tracks traditional and digital ad spend across 96 sub-verticals and reflects strong expectations around digital and political.

New datacasting revenue from NextGen TV could account for 22% of total local broadcasting revenues by 2030 according to BIA Advisory Services.

Mobile advertising is expected to surpass direct mail for the first time as the economy grows and overall spending reaches $161.5B in BIA’s 2022 U.S. Local Advertising Forecast.

New jobs posted to TVNewsCheck’s Media Job Center include openings in news, sales, marketing, digital, engineering and media analysis.

The survey represents nationwide ad spending targeting local audiences in 210 markets across 16 media and 95 business verticals. Local television advertising this year will dip to $16.2 billion, but bounce up to $19.3 billion in 2022, with $1.5 billion and $1.7 billion, respectively, coming from digital platforms.

The latest tallies from BIA Advisory Services shows the industry reached $19.7 billion last year despite the pandemic. It sees core advertising growing this year as the economy begins to rebound.

A new study from BIA Advisory Services finds that broadcasters do not receive fair compensation for their valuable local news content because of the substantial market power exercised by large technology platforms. These platforms leverage their market power to advance their own growth to the detriment of local broadcasters, putting a severe strain on the economics and viability of local news.

Sports wagering has invigorated station groups’ core revenue, climbing to the second-biggest ad sales category for many of them and angling to knock automotive from its top spot in the next few years. Note: This story is available to TVNewsCheck Premium members only. If you would like to upgrade your free TVNewsCheck membership to Premium now, you can visit your Member Home Page, available when you log in at the very top right corner of the site or in the Stay Connected Box that appears in the right column of virtually every page on the site. If you don’t see Member Home, you will need to click Log In or Subscribe.

Sales and research executives from CBS Television Stations, Gray Television and BIA said they see a sharp rise in core revenue ahead this year, while UM Worldwide threw some colder water on that prediction in a TVNewsCheck webinar on spot TV last week. The executives also tackled the iffy near-time prospects of fully-functional automated buying and selling and the growing revenue prospects of local streaming. Above, Julio Marenghi, president, advertising sales at CBS Television Stations said that the CBS owned stations are seeing more money from OTT business extensions — “There’s definitely more money than there was a year ago” — but it’s not yet significant.

Leaders of the local TV advertising buying, selling and research community will offer their outlook on the developing 2021 spot TV market during a TVNewsCheck Working Lunch Webinar. Set for Wednesday, Jan. 27, at 1 p.m. ET, the event will feature (clockwise from upper left): Becky Meyer, SVP national sales, Gray Television; Julio Marenghi, president of sales, CBS Television Stations; Brad Thompson, SVP and partner, integrated investment, UM Worldwide; moderator Janet Stilson, contributing editor, TVNewsCheck; Bruce Roberts, president, WideOrbit and Rick Ducey, managing director, BIA Advisory Services. Register here. 

OTT and connected TV are expected to be game changers for the broadcast industry starting in 2021.

It drops the number for 2020 by 2.7% to $140 billion due to continuing coronavirus impacts. Political and other key verticals offer some opportunities for 4Q revenue generation.

The coronavirus is the cause of the company’s predicting a 10.6% decline nationwide across all U.S. local advertising from its original 2020 forecast.

Of the $500 million increase, an additional $197 million will be spent in online/digital and $171 million on broadcast TV.

Political and over-the-top advertising, plus growth in mobile and social ads will be key elements in local media next year.

Over-the-air television will earn the majority of the ad spend (47%) at $3.08 billion. Online/digital outlets will receive $1.37 billion (21%), while $919 million (14%) will be spent on multichannel video programming distributors (MVPDs) and just over $312 million (4.8%) will go to radio. The balance will go to other media.

Local TV advertising is expected to drop 10.6% in 2019, a non-election year, according to a new forecast by BIA Advisory Services, which sees overall local advertising growing slightly more than in its previous reports.

According to a new BIA vertical report, local advertising for quick serve restaurants is expected to hit $4 billion this year, with high use of direct mail and the embrace of mobile targeting.

Speaking yesterday on day one of the Department of Justice’s two-day workshop on the local advertising market, BIA Managing Director Rick Ducey said digital media are the fastest growing sector of the market. Digital, he said, will get 40% of the local auto spend this year and nearly 50% by 2023. DOJ is holding the workshop as it reconsiders its policy of blocking duopolies comprising network affiliates in light of changes in the ad market.

Auto dealers, local dealer associations and manufacturer ad spending account for 76% of total advertising for the auto vertical.

In 2019, local advertisers don’t plan on increasing their budgets. Mobile and social advertising are the two areas where advertisers indicate a willingness to increase ad spend in 2019.