Home Login RADIO ONLINE RSS Facebook
Find Radio Online
AM FM HD

Advertisement

BIA: Mobile Advertising Expected to Surpass Direct Mail


BIA Advisory Services
BIA Advisory Services

BIA Advisory Services forecasts that for the first-time mobile advertising spending will surpass direct mail as the top media advertising platform in 2022. As revealed in BIA's U.S. Local Advertising Forecast 2022, the overall local U.S. advertising market is expected to reach $161.5 billion -- a 10.1 percent YoY growth. The forecast says that traditional media revenue will account for $84.6 billion and digital media will be close behind at $76.8 million. Radio is forecast at $12.6 billion and political at $7.5 billion.

BIA Senior VP and Chief Economist Mark Fratrik says that the firm's U.S. Local Advertising forecast also sees a rise in local radio advertising revenue in 2022 and is expected to generate $12.7 billion split between over-the-air ($11 billion) and digital ($1.7 billion). By 2026 radio digital revenues are expected to reach $2.4 billion, while OTA goes up and down with the even political years and ends at $11.7 in 2026.

"Radio isn't faring as well as local broadcast TV, and it doesn't get the same bump as TV in political years," said Fratrik. "But it is getting close to its pre-pandemic levels as people continue to return to work commutes and traveling by car."

BIA puts mobile spending at 21 percent of the 2022 forecast and direct mail at 20.7 percent, but the gap between the two will continue to widen. Overall, digital ad spending will reach $76.8 billion, with Google and Facebook controlling over half of the spending. Google takes the lion's share at $26.8 billion, compared with Facebook's $14.3 billion.

As reported in late September, BIA forecasts local television in 2022 will rise to $19.3 billion in OTA advertising, and $1.7 billion in digital; a sign of a strong $21 billion industry that delivers its audience for political campaigners.

Advertisement

Latest Radio Stories

FCC Reinstates EEO Form for Radio & TV Broadcasters
Federal Communications Commission
Federal Communications Commission
The FCC's Fourth Report and Order, Order on Reconsideration and Second Further Notice of Proposed Rulemaking, made public on Thursday, reinstates the collection of workforce composition data for radio and television broadcasters on FCC Form 395-B. More

Auddia Inc. Announces 1-for-25 Reverse Stock Split
Auddia Inc.
Auddia Inc.
Auddia Inc., an AI platform for audio identification and classification has announced that effective before market open on Tuesday, February 27 it will complete a 1-for-25 reverse stock split of its common stock. On December 29, 2023, the company's More

Lemonada Media Adds ''Podcrushed'' & ''Threedom'' Podcasts
Lemonada Media
Lemonada Media
Lemonada Media has announced the addition of comedy and pop-culture podcasts "Podcrushed" and "Threedom" to its original podcast lineup. The network will oversee ad sales and distribution for both shows. "Lemonada is thrilled to welcome Penn, Nava More
Advertisement

Broadcast Sales Pro Joe Myers Rejoins Elenos Group
Joe Myers
Joe Myers
Broadcast Electronics, part of the Elenos Group, announces that Joe Myers has rejoined the company as Eastern Regional Sales Manager for all of its products and service in the Eastern U.S. and portions of the Caribbean. Myers will be based in More

Cumulus Unveils Rights Plan to Deter Hostile Takeover
Cumulus Media
Cumulus Media
In a filing with the SEC, Cumulus Media has unveiled a strategy known as a "poison pill" to deter a potential aggressive acquisition by a Singapore-based firm led by the billionaire responsible for significant changes at the traditional media outlet More

Select Vendors Form Alliance to Aid Radio Stations
Radio Vendor Alliance (RVA)
Radio Vendor Alliance (RVA)
A select group of the country's radio vendors have come together to provide planning and advisory assistance to small and medium size radio station owners. The Radio Vendor Alliance (RVA) will serve as an advisory for radio station owners and More

Return to Menu

Advertisement

Subscribe to our Newsletter
Radio news and headlines delivered right to your e-mail box -- and it's free.

Advertisement

Advertisement