Local TV Ad Revenue To Soar 28% To $21.37B In 2022, Boosted By Political, Olympics Ads

Next year, another expected record for political advertising spending, coupled with the Winter Olympics, will fuel sharp overall growth for local TV ad revenues -- up 28% to $21.37 billion for TV stations, according to estimates from BIA Advisory Services.

In 2022, political advertising will pull in another political advertising record for broadcast TV, totaling $3.8 billion for the midterm elections versus $3.05 billion in 2018, according to Kantar.

Overall, BIA says, total U.S. local advertising spending -- including TV, newspapers, out-of-home, magazines, local, OTT, email and all local digital platforms -- will climb 11.4% to $173.3 billion. Traditional media ad spending will hit $88 billion and digital media revenue will come in at $85 billion.

Total local media political advertising spending is projected to come in at $8.4 billion.



This year’s local TV ad-spending growth is estimated to end, with a decline versus 2020 --$16.64 billion versus $18.14 billion. This is largely due to comparisons to political advertising in 2020 -- boosted by Presidential campaign ad spending, which amounted to $3.5 billion.

Local TV stations also look to continue to make gains in related digital media advertising spending -- up 18% to $1.87 billion.

BIA notes that digital revenue associated with local television includes revenue that a local station has on its website and mobile apps. The OTT forecast is in a separate category.

BIA says radio advertising will climb 4% to $11.37 billion in 2022, with digital radio advertising revenues up 15% to $2.17 billion.

Next story loading loading..