Without political advertising comparisons -- $3.5 billion to $4.0 billion is estimated to have been spent by political marketers on local TV in 2022 -- BIA says non-political advertising for all linear, OTT, and digital is expected to grow 3% to $18.2 billion.
Local radio, without political, is estimated to remain the same in 2023 as in 2022 -- at $13.5 billion.
Looking at all U.S. local advertising, BIA estimates the market will be essentially flat -- down 0.5% to $165.7 billion in 2023, from an estimated $166.5 billion in 2022. Taking political ads out yields an improved overall picture of 4.8%.
Next years’ forecast continues to show the growing strength of local digital media -- now at a 49% share of overall advertising spend -- $81 billion. Traditional media ad revenue is 51% share -- $84 billion.
The top three paid local media channels are direct mail, estimated to hit $37.2 billion,
mobile, estimated to reach $33.5 billion, and
PC/Laptop, estimated to amount to $29.0 billion.
Local TV ad categories that are expected to see growth include education marketers, up 9.7%; retail, adding 8.7%, and restaurants, growing 7.5%.
BIA's results come from a forecast of 16 media and 96 sub-vertical media categories.