BIA Advisory Services forecasts that non-political local ad spending will grow by 5.5% to $171 billion in 2025. For the first time, digital advertising will surpass traditional formats, capturing 52% of the total market. Including political ads, overall local ad spending is expected to decline by 1.3%. Factors such as interest rates, inflation, and labor market conditions will impact spending in 2025. Key areas of growth include PC/laptop advertising (13%), connected TV/OTT (9.1%), and out-of-home media (5.9%).
Executive Summary: Non-Political Local Ad Spending Expected to Grow 5.5% in 2025
