Home Login RADIO ONLINE RSS Facebook
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

Eric White Named PD for Charlotte, Raleigh Rock Outlets
Eric White
Eric White
iHeartMedia has appointed Eric "E" White as Program Director for three of its Rock outlets in North Carolina: Alternative WEND (106.5 The End) and Classic Rock WRFX (99.7 The Fox) in Charlotte, and Classic Rock WRDU (106.1) in Raleigh. White steps into the role following the departure of Chris Crowley More

Civic Media Expands into Michigan's Upper Peninsula
Civic Media
Civic Media
Civic Media has announced a major expansion into Michigan's Upper Peninsula through an asset purchase agreement filed with the Federal Communications Commission (FCC) to acquire five radio stations from J&J Broadcasting, based in Iron River, WI. The acquisition will be completed More

WLS-AM Partners with FOX News Audio to Expand Programming
WLS-AM in Chicago
WLS-AM in Chicago
News/Talk 890 WLS-AM has announced a new partnership with FOX News Audio to bring a range of national news and talk content to Chicago radio audiences. The collaboration launched today and includes the addition of The Guy Benson Show, airing live weekdays from 2-5pm, along with hourly More
Advertisement

Veteran Radio Host Dave Randall to Retire After 40 Years
Dave Randall
Dave Randall
After more than 40 years behind the microphone, beloved Southern California radio personality Dave Randall has announced his retirement. Randall, currently heard weekdays on 95.1 KBBY and 103.3 KRUZ in Ventura, will sign off for the final time at the end of July, concluding a storied broadcast career that More

WZGV Charlotte Rebrands as InsideTheGame.bet
WZGV-AM in Charlotte
WZGV-AM in Charlotte
WZGV-AM, formerly known as "ESPN Charlotte 730 The Game," has officially rebranded as "InsideTheGame.bet," becoming the first station in the Charlotte market dedicated to sports betting content. The station's new identity launches in partnership with VSiN, The Sports Betting More

Ray Hopkins Elected to Board of Broadcasters Foundation
Ray Hopkins
Ray Hopkins
The Broadcasters Foundation of America has announced the election of Ray Hopkins, President of Paramount U.S. Distribution, to its Board of Directors. With more than three decades of experience in the media industry, Hopkins brings extensive leadership and distribution expertise to the Foundation's mission 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