Local TV Ad Spending to Dip After Strong 2018

Local advertising will pass $155B in 2020.

Local ad spend by year according to BIA Advisory Services (YoY growth):
1) 2018 – $145.5B
2) 2019 – $148.8B (↑ 2%)
3) 2020 – $155.4B (↑ 4%)
4) 2021 – $158.5B (↑ 2%)
5) 2022 – $164.6B (↑ 4%)
6) 2023 – $168.4B (↑ 2%)

Local ad spend by platform (% of total):
1) Direct Mail – $37.2B (25%)
2) Mobile – $21.8B (15%)
3) Online/Interactive – $20.2B (14%)
4) Local TV – $18.6B (13%)
5) Local Radio – $14.5B (10%)
6) Other – $36.5B (23%)

Local video ad spend by year (YoY growth):
1) 2018 – $29.8B
2) 2019 – $29.5B (↓ 1%)
3) 2020 – $32.1B (↑ 9%)
4) 2021 – $31.3B (↓ 2%)
5) 2022 – $33.1B (↑ 6%)
6) 2023 – $33.0B (↓ 0%)

Quick math #1 on the political share of local broadcast advertising in 2020:
1) $18.5B in total spend
2) $3.3B in political spend
3) $15.2B in non-political spend
4) 18% of all local broadcast ad dollars in 2020 will come from political

Quick math #2 on the political share of local cable advertising in 2020:
1) $6.3B in total spend
2) $1.0B in political spend
3) $5.3B in non-political spend
4) 16% of all local cable ad dollars in 2020 will come from political

More: Local Ads To Hit $148.8 Billion In 2019, Traditional Media Share Drops

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