Leading Local Insights

Bruce Friend, Chief Revenue Officer for Screen Engine/ASI, has long specialized at the crossroads of the entertainment and research industries. In his current role, he oversees the development and go-to-market strategies for all new Screen Engine/ASI survey-based and big data research products and services, as well as the overall growth strategy for the business. BIA’s managing director Rick Ducey is joined by BIA advisor and advanced TV strategist Mitch Oscar to talk about the theatrical film industry, film goer audience and marketing research and what we can expect to see in 2022 from the film industry in terms of film output and marketing investments. 

The real quarterbacking for the Super Bowl started as the game finished. That’s when everyone examined measurement around ratings, national and local advertising outcomes, the effect of the Olympics on the Super Bowl (and vice versa) and more. 

So how did it all turn out? What are the takeaways? That’s a focus of this podcast, where our guest speaker, media research analyst, Brad Adgate, discusses live sports programming trends in advertising, media, and audience measurement. 

Adgate, who works for several top tier ad agencies and cable networks, shares his expert opinion with BIA’s Rick Ducey to discuss the real numbers around the Super Bowl (ratings were way up compared to 2021), the dominance of the Super Bowl on the local video landscape, and what it all means to the NFL for the 2022 season. 

As more states legalize Online Gambling, ad dollars flowing into this area offer new sources of local ad revenue.

In this episode, Mark Fratrik, Chief Economist for BIA, breaks down the ad forecast for Online Gambling this year. Overall, we estimate over $1.6 billion will be spent across 16 advertising channels. Traditional channels will account for more than $2 out of every $3 dollars spent by advertisers. As usual, due to the nature of marketing and promoting a new service, advertising tends to rely heavily on traditional channels like over-the-air television and radio, cable, and print to get the message out to a large audience. Listen now to hear how this area is growing quickly and the opportunity it offers to local sellers. 

BIA forecasts local video will reach $40.5B in 2022. Of the six channels that comprise local video, local TV over-the-air (OTA) is the dominant local video channel with $23.2B.

However, the local video advertising market is becoming more competitive with PC or Laptop, Out-of-Home (OOH), and mobile video. While this means the shares of local TV and cable system advertising are eroding, they are still used as part of media advertising mix by many different types of advertisers. In this podcast, BIA’s Rick Ducey explains the current situation and anticipated trends for local video. 

After taking all continuing COVID effects into consideration, BIA estimates $173.3 billion in total local advertising this year. That is a $17.8 billion increase from 2021. So, who’s spending these ad dollars? 

Get a CEO perspective on local advertising in this podcast. BIA’s CEO Tom Buono, and SalesFuel’s CEO C. Lee Smith, discuss their expectations for the Finance, Retail and Automotive verticals. Each has strong implications for 2022, while also being the top spenders in the PC/Laptop media channel. According to BIA estimates, PC/Laptop* is projected to experience a tremendous growth rate of 11.8 percent through 2026 making it an important channel to monitor. 

(Note: This discussion is a continuation of the kickoff webinar for the 2022 Winning Local Media Sales series both firms are hosting together this year. Stay tuned for upcoming webinars on www.bia.com.)

* PC/Laptop includes all revenues generated by online companies selling locally targeted advertisements to be displayed on a PC/laptop.

The Automotive Market has undergone some major disruptions throughout the pandemic.  In 2022, with supply chain issues getting ironed out and pent-up demand by consumers, Automotive advertising spending is forecast to increase 39.6%, but still $3 billion behind 2019 spending.

Listen to this podcast to hear Mark Dugan, a consultant for BIA, share insights on Automotive advertising spend in the key media channels and tips for media sellers to increase their revenue in the Automotive vertical. 

Local TV is estimated to generate $23.3B in 2022. Key verticals for this media channel include political, gambling ads, and auto. Plus, the growth of CTV is having a positive effect.

Listen to this podcast to hear BIA’s Rick Ducey and Mark Fratrik share data highlights from BIA’s ad forecast, along with insights and recommendations for local TV. 

The radio industry is morphing into the “audio” industry as leading groups reach across broadcast and digital platforms to reach and serve audiences and advertisers. 

In this episode, our guest is Pierre Bouvard, chief insights officer for Cumulus Media/Westwood One. He offers a sense of what he’s seeing in the marketplace and where we’re headed in 2022. He describes the strategies and data driving the industry transition from “radio” to “audio.” Plus, he shares compelling data about how local audio is finding strengths even as the pandemic keeps going on. Listen now, and you’ll also hear five specific recommendations for strategies to successfully advertise in local audio.

For a moment this summer, the world started to return to normal and then Delta hit fast and hard impacting travel and all types of activities and now Omicron is surging. On top of Covid issues, major supply chain issues continue, and labor force issues are being felt throughout local, impacting many businesses including restaurants and the hospitality industry. On a bright note, political is anticipated to very large next year and other bright spots are surfacing that will affect ad revenue across the country for all media channels.

In this podcast, BIA’s CEO, Tom Buono, discusses BIA’s December update to its 2022 U.S. Local Ad Forecast. He explains the economic drivers underpinning the estimates and what’s causing shifts in local advertising, most notably for TV, Radio and OTT. 

SalesFuel’s Founder and CEO C. Lee Smith joins BIA’s Rick Ducey to discuss highlights from the 11th State of Media Sales survey of about 400 media sales reps and media sales managers including broadcast TV, cable, radio, newspaper, magazines, direct response and those how have more than half of their revenue from digital sources. Key points in the discussion include revenue trends; sales management perspectives on challenges and opportunities leading sales teams; and a view from on the ground media sellers.