BIA Advisory Services has raised its 2026 U.S. Local Advertising Forecast to $186.1 billion, an increase of $1.6 billion from its April projection of $184.5 billion, with higher political advertising and continued mobile growth driving the revision. BIA's April forecast had projected $184.5 billion in total local advertising, including approximately $8.4 billion in political spending.
The updated forecast represents approximately 9% growth from 2025. Excluding political advertising, BIA now projects $176.4 billion in local ad revenue, up $300 million from its April estimate and 3.9% over 2025.
“Political spending came in higher than we anticipated in April, with most of the incremental spending flowing into TV OTA and TV OTT,” said BIA Vice President of Forecasting and Data Analysis Senan Mele.
Comments
No comments on this item Please log in to comment by clicking here