BIA Predicts $171 Billion In Local Revenue
• BIA Advisory Services estimates that in 2025 U.S. local advertising revenue will reach $171 billion — excluding political spending. This represents a 6.1% increase over 2024, driven mainly by spending on digital media. Notably, when political advertising is included, the total estimated spend of $171.4 billion will be a slight decline of 0.5% below 2024, given last year’s relatively large political spend.
The updated forecast shows slight adjustments to previous estimates for 2025, with advertising revenue (excluding political) adjusted up by 0.03 percent from the last forecast and total local ad revenue, including political spending, adjusted up by 0.1 percent.
“Our latest forecast indicates that local advertising is showing resilience, despite the ongoing changes in the economic landscape,” said Nicole Ovadia, VP of Forecasting and Analysis at BIA Advisory Services. “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.”
Get the 2025 U.S. Local Advertising Forecast via BIA ADVantage, the company’s local advertising revenue platform that delivers immediate access to its forecasts for all local television and radio markets for 16 media and 96 vertical categories. Clients can log into the platform to view the updated U.S. Local Advertising Forecast and their local market forecast updates. To purchase a subscription to BIA ADVantage, email advantage@bia.com.
