BIA Projects Elevated ’26 Local Ad Revenue
• BIA Advisory Services has revised its 2026 U.S. Local Advertising Forecast (released in Q4 2025), projecting total local ad revenue to reach $184.5 billion, reflecting approximately 8.1% year-over-year growth compared with 2025. The increase over the prior estimate of $181.7 billion is driven by stronger-than-expected performance in mobile (particularly social), video, and streaming, political ad spend, and advertising technology.
Excluding political advertising, the 2026 forecast is now $176.1 billion, up from the previous $172.7 billion.
“Our updated forecast reflects continued momentum in social and connected and over-the-top television, which are capturing a growing share of local advertising budgets,” said Senan Mele, VP of Forecasting and Data Analysis, BIA Advisory Services. “At the same time, traditional media such as broadcast television, cable and radio remain essential, providing the scale, credibility, and local connection that advertisers rely on to drive awareness and demand.”
BIA also projects approximately $8.4 billion in local political spending, creating substantial revenue opportunities across broadcast television, linear cable, CTV/OTT, radio, and direct mail. Total local advertising is projected to exceed $222 billion by 2030, according to BIA’s forecast.
The forecast update also underscores the ongoing transformation of the media mix — growth is being driven by digital channels — particularly mobile, social, and connected TV — while traditional media continues to play a critical role in delivering reach and brand impact. As the report notes, “While some legacy formats, including print, continue to face long-term declines, others are evolving. Across the market, advertisers are increasingly adopting full-funnel strategies, combining high-reach media such as cable, broadcast, and OOH with data-driven digital channels to drive both awareness and measurable outcomes. Radio also remains a stable local medium, with additional opportunities emerging through digital audio, including streaming and podcasts.”
To access this updated U.S. Local Advertising Forecast, clients can log in to BIA ADVantage™. Learn more about ADVantage HERE, or contact advantage@bia.com to get a demonstration of BIA’s advertising forecast.
