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BIA Advisory Services helps traditional and digital media, brands & agencies and technology companies secure a winning position in the local advertising marketplace.

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BIA Updates U.S. Local Advertising Estimate for 2024 to $172 Billion; Indicating 9.3 Percent Growth from Prior Year

In its update to the 2024 U.S. Local Advertising Forecast, BIA Advisory Services estimates revenues across all media in the U.S. will reach $172 billion in 2024, an increase of 9.3 percent over 2023. The rise will be driven by local political and other key local vertical ad spend, and significant ad growth for connected TV/over-the-top (CTV/OTT), TV OTA, and TV Digital. The forecast reflects a reduction of 2.0 percent from BIA’s October 2023 estimate.

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Latest Podcast

Decoding the $172 Billion Puzzle of Local Ad Spending in 2024

Unlock the secrets of what’s driving local advertising in 2024 as BIA’s Nicole Ovadia and Rick Ducey discuss the firm’s March update to the 2024 U.S. Local Ad Forecast. They explain the backdrop behind the adjusted estimate of $172 billion, which is buoyed by political advertising, now pegged at $11.1 billion.

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New Forecast

U.S. Local Advertising Forecast 2024

The U.S. Local Advertising Forecast 2024 provides an overview of paid U.S. local advertising spent by national, regional, and SMB advertisers. The forecast includes a seven-year nationwide overview of total U.S. ad spending for traditional and digital media while identifying total local advertising spend with and without political spending.

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Transaction Activity (as of February 1, 2024)

TV Transaction Value
Radio Transaction Value
# TV Stations Sold
# Radio Stations Sold
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