U.S. Local Advertising Revenue To Exceed $161 Billion In 2020, According To BIA Advisory Services' Forecast

New Data

In its newly released U.S. Local Advertising Forecast 2020, BIA ADVISORY SERVICES estimates total local advertising revenue in the U.S. will reach $161.3 billion in 2020, up from $152.5 billion this year, representing a growth rate of 5.8%. Traditional media revenue will account for 58.5% of total local advertising in 2020 at $94.4 billion, increasing with the help of political spend from $93.2 billion in 2019. Online/digital revenue will grow to $66.9 billion in 2020, or 41.5% of total local media revenue, up from $59.3 billion in 2019. 

“The expectation of an aggressive presidential election next year, along with primaries and state-wide races, indicate that political ad spending will be a serious driver of local ad revenue next year,” said Chief Economist/SVP MARK FRATRIK. “Combine these factors with the ongoing growth of mobile and social advertising and the emergence and future significant advancement in over-the-top (OTT) advertising, the revenue landscape for next year looks robust.”

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