Tag: Nicole Ovadia

Industry News

BIA Advisory: Local Ad Revenue to Rise 6.1% in 2025

By TALKERS | by TALKERS

BIA Advisory Services is estimating that U.S. local advertising revenue in 2025 will reach $171 billion, excluding political spending, an increase of 6.1% over 2024. BIA vice president of forecasting and analysisimg Nicole Ovadia says, “Our latest forecast indicates that local advertising is showing resilience, despite the ongoing changes in the economic landscape. Although we expect core advertising to remain stable, we’ve adjusted our outlook to account for various market factors like interest rates and consumer sentiment and significant changes in media consumption patterns that are driving digital growth.” The forecast indicates strong growth in several sectors: Real Estate at 9.3%, Restaurants at 9.2%, and Retail at 6.8%. The Education and Automotive verticals are also experiencing substantial growth, with increases of 5% each.

Industry News

BIA Advisory Reduces Predicted 2024 U.S. Ad Spend

By TALKERS | by TALKERS

BIA Advisory Services updates its 2024 U.S. Local Advertising Forecast, estimating revenue across all media in the U.S. will reach $172 billion in 2024, an increase of 9.3 percent over 2023. This revision is a reduction of 2% from the forecast published last October. BIA Advisory says the rise will be driven byim 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. BIA VP of forecasting & analysis Nicole Ovadia states, “As expected, local political advertising will be substantial this year, and it’s fueling spend across the media landscape. Our slight adjustment down for this year is mainly due to mixed economic signals, a slowdown in certain consumer purchases, and lower than expected spending in Digital and Direct Mail advertising at the end of 2023 that may flow into this year. However, we still anticipate 2024 to be better for local advertising than 2023 and certain media like TV OTA, TV Digital, and CTV/OTT are growing substantially.”

Industry News

BIA Advisory: Political to Drive 2024 Ad Spend

By TALKERS | by TALKERS

BIA Advisory Services releases its 2024 U.S. Local Advertising Forecast in which it predicts that revenue across all media in the U.S. will be $175.6 billion next year, primarily due to the political season. “The 8.6% increase over 2023 is slightly shadowed by concerns of an economic downturn and overall lower ad spending. With the forecasted political revenues removed, BIA’s projection in 2024 is $164.6im billion in total local advertising, only a 2.2% increase in local advertising year-over-year.” BIA VP of forecasting & analysis Nicole Ovadia adds, “As expected, 2024 will be driven by political spending, and, even in markets that are not highly contested there will be a large amount of political advertising. Local political advertising will be fueled by the presidential and senate campaigns as well as issue-based advertising. When we look at the forecast without political, we expect only a slight increase in ad spending due to both global and local economic trends that may create more cautious spending.” See more about the forecast here.

Industry News

BIA Advisory: U.S. Local Ad Revenue Estimate Lowered

By TALKERS | by TALKERS

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Due to “a mixed start in the economy this year and the tempered growth in digital advertising,” BIA Advisory Services is lowering its estimated U.S. local advertising revenue for 2023 to $161.7 billion – down from its original estimate of $165.7 billion. The company says that after looking at the first six months of the year, it decided the reduction was necessary. Vice president of forecasting and analysis Nicole Ovadia says, “After years of double-digit growth, we are seeing some headwinds that will have a significant impact on digital local advertising.” BIA is now expecting digital media revenue for 2023 to be $78 billion (down from its earlier estimate of $81 billion). Radio digital revenue – ex political – is expected to rise by 4.1% over 2022. “When examining the top spending sub-verticals, BIA advises that later in the year, growth is expected in Auto, and the company is raising expectations for Tier 3 – New Car Dealers, and Automotive Repair Services. Other important verticals for local advertising where BIA is raising expectations include Savings/Credit Institutions and Other Loan Services, Plumbers and HVAC, and Realtors.”

Industry News

BIA Advisory Services: WTOP-FM Top Biller in 2022

By TALKERS | by TALKERS

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BIA Advisory Services announces that in the first edition of its Investing In Radio® Market Report for 2023, that the top billing radio station in 2022 was Hubbard Broadcasting’s all-news WTOP-FM, Washington ($69 million). It also reports that the total U.S. local radio over-the-air and digital revenue for 2022 topped $13.6 billion in 2022, an increase of 7.4% over the $12.6 billion total in 2021. Over-the-air advertising grew 2.2% to $11 billion (up from $10.7 billion in 2021) and digital income rose 35% to $2.6 billion (up from $1.9 billion in 2021). BIA VP of forecasting Nicole Ovadia says, “Looking at last year’s ad revenue results, it shows that radio is maintaining an important position in their local markets, particularly as it expands and improves its online digital presence. This year, we are making a particular effort to track the digital revenue of local radio stations and believe this breakout in our forecast will be valuable to everyone in the industry.” The BIA report notes that, aside from WTOP, “other all-news stations struggled.” Compared to last year’s list, Audacy’s all-news WBBM-AM/WCFO-FM dropped to the number nine position and WCBS-AM, New York dropped to the 11th position. New to the top 10 list is Cox Media Group’s news/talk WSB-AM/WSBB-FM, Atlanta ($31.6 million).