Leading Local Insights

"Even with economic uncertainty, there is an opportunity to step up as leaders in our respective industries to guide our advertising partners with critical information to maximize spend and help them win at a critical time." Jay Loeffler, Chief Sales Officer, ValpakIn this timely podcast, Jay Loeffler, CSO at Valpak, discusses the challenges local businesses face due to tariffs, inflation, and rising costs with BIA's Managing Director, Rick Ducey.During their conversation, Jay provides insights from Valpak's 2025 Local Business Economic Outlook Survey, which measures the impact of macroeconomic uncertainties on businesses and how they are adapting.One of the key takeaways is that businesses are not merely raising prices in response to inflation; they are reimagining their value propositions, exploring new channels, and utilizing data in innovative ways. This shift creates significant opportunities for media.Jay explains that small businesses are increasingly leveraging data insights not just for marketing, but also for broader operational strategies, such as choosing new locations and optimizing inventory. This trend is supported by findings indicating that 61% of small business owners expect revenue growth, and 78% plan to increase their marketing efforts.Jay emphasized that direct mail can achieve a 93% open rate when paired with digital touchpoints. Valpak has built a comprehensive stack containing billions of household attributes. Using this data, Valpak is tailoring multi-touch engagements through TV, radio, mail, and streaming to allow businesses to connect with consumers when and where they prefer to be reached. Valpak is currently partnering with companies like Paramount, Disney, and iHeart to improve reach.This podcast offers enlightening insights around navigating today's local media landscape. Plus, for the full Economic Survey, visit Valpak.com/bia. 

Did you know that broadcast datacasting, which started with closed captioning, now plays a vital role in public safety and emergency communications? SpectraRep, an affiliate of BIA, has pioneered datacasting and is developing a nationwide wireless network for public safety, emergency management, remote learning, and more. In this podcast, SpectraRep's COO, John McCoskey, and CTO, George Molnar, discuss how datacasting has evolved from analog to digital, and now reaches over 200 million people in the U.S. They share how it supports first responders, enhances emergency management, and improves earthquake early warning systems on the West Coast, delivering lifesaving alerts in seconds. By utilizing both ATSC-1 and ATSC-3 technologies, datacasting provides a reliable solution for significant communication challenges. Listen now to see how broadcasters are stepping up the opportunity to help protect and secure their local communities. For questions or to connect with the SpectraRep team, please contact info@SpectraRep.com and visit www.spectrarep.com.

Industry experts Steve Passwaiter (Silver Oak Political), Nicole Ovadia (BIA), and Paige Albiniak (TVNewsCheck) dissect the 2024 election aftermath in this insightful podcast. Tune in to:Identify unexpected twists and crucial shifts in voter behaviorUnderstand the rising influence of Connected TV, OTT, and podcast appearancesLearn how earned media shapes voter opinionAnalyze how fundraising powerhouses like Whitmer, Newsom, and DeSantis are potentially rewriting the rules: Consider how a shifting FCC landscape might reshape the political battlefieldDon't miss these hard-won insights. Tune in now to fuel insights for the pivotal 2026 midterms and 2028 election.Correction: While mentioned as $2.0 billion in the podcast, BIA's Nicole Ovadia reports the actual CTV/OTT advertising spend for the 2024 election was $1.1 billion.

In the digital age, direct mail is adapting to remain a powerful force in local advertising. In this episode, Valpak's CRO, Jay Loeffler, joins BIA's Nicole Ovadia to discuss how Valpak is combining targeted Connected TV/Over-the-Top ads with personalized mailers for a data-driven approach to helping Advertisers achieve their goals. This strategy is crucial as BIA's 2025 forecast predicts direct mail will claim 20% of the $171 billion ad spend. To stay competitive, Valpak is emphasizing cross-media marketing as a "data company." Jay shares insights into opportunities with real estate, retail, and restaurant advertisers. In particular, he discusses the restaurant industry's focus on top-of-the-funnel advertising, highlighting Wendy's success with Valpak's mailers. He also discusses retail's shift to offline channels amid digital overload and how partners like Discovery+ and iHeart use Valpak's MyBlue Insights to optimize campaign effectiveness.As Jay and Nicole discuss, in 2025 ROI will be vital. Valpak's 2024 survey found that 54% of businesses are worried about cash flow next year, yet 43% will maintain ad spend. Savvy advertising solutions will be critical to capture these dollars.This episode is a must-listen for brand and media leaders examining local opportunities. Plus, get insights into what business leaders are planning for advertising in the latest survey available at valpak.com/bia.

In our latest podcast episode, BIA's Nicole Ovadia and Rick Ducey delve into key topics from our recent RAB webinar on local radio opportunities. They explore the impact of geofencing on advertising strategies, the ongoing influence of radio in political campaigns and small market opportunities as compare to large markets.Rick provides insights on how geofencing enables stations to deliver targeted ads, citing relevant examples such as Chuck E. Cheese's localized efforts in San Francisco. Nicole and Rick then analyze radio's enduring role as a trusted medium in political advertising and identify the business verticals driving revenue growth in smaller markets.This episode offers valuable perspectives for those interested in the future of local radio. Discover how adopting the latest technologies can position stations for success in a changing media landscape. As BIA continues to collaborate with RAB and local radio sellers, we look forward to exploring more opportunities for growth and innovation.

Political ads are dominating Connected TV (CTV) and Over-The-Top (OTT) platforms. On this episode, BIA's Nicole Ovadia welcomes Rich Crone, Director of Political at Jamloop, to discuss how campaigns use streaming data to precision-target voters. With BIA projecting $11.7 billion in 2024 political ad spending, CTV/OTT is getting more of the increased ad spend. Crone breaks down the Biden-Harris and Trump-MAGA campaigns' strategies, showing how redistricting and voter apathy impact spending. Crone also highlights how the flexibility and precision of CTV and OTT makes them ideal for campaigns and unique ballot initiatives that seek to hit specific voter segments. Hear about what's happening in Nebraska, Montana, and other pivotal battlegrounds, where CTV and OTT platforms are proving invaluable as traditional media saturates. Tune in to hear about the shifting landscape of local political advertising.Sponsored by JamLoop: JamLoop is the leading CTV advertising platform for political campaigns of all sizes to launch within 24 hrs. Reach your local audiences fast, whether it's for municipal, county, state, or nationwide campaigns. Advanced data segmentation gives you immediate access to targeting key voters across 1200+ segments, 300+ premium CTV publishers, at a zip code level - combined with real-time tracking and optimization. Learn more at www.jamloop.com. 

The 2024 election landscape is anything but constant. Recent changes at the top of the Democratic ticket, the assassination attempts, and key non-presidential races are impacting local political advertising spend. Get much needed clarity from BIA's Nicole Ovadia, VP Forecasting and Analysis, and Steve Passwaiter, President of Silver Oak Political, in this podcast episode.Listen as Nicole and Steve discuss:BIA's new (and increased) political ad forecast projections driven by heightened fundraising. How Kamala Harris might utilize inherited campaign funds differently from the Biden campaign.Financial dynamics of pivotal Senate races in Montana, Ohio, and Arizona, and their effects on voter turnout.Importance of traditionally blue and swing states and why the Ohio Senate race could break spending records.Growing influence of state Supreme Court and legislative races on local political advertising.This episode touches on the evolving landscape of political advertising, and sets the stage for the next episode, where trends in CTV and OTT political spending will be explored. 

Get ready for the most expensive election season in history! With political ad spending projected to hit a staggering $11.1 billion according to BIA estimates, the 2024 races are shaping up to be a financial frenzy. Steve Passwaiter, the president of Silver Oak Political, is joining forces with BIA's Forecasting VP, Nicole Ovadia, to make sense of it all. From the factors fueling the spending spree to the daily shifts in where campaigns are placing their ad dollars, they dive into it all. As Passwaiter says, “Buckle up – it's going to be a wild ride!”

The 2024 NAB Show in Vegas put a spotlight on the seismic shifts happening in broadcasting media. Capture the optimism and excitement for what's happening in this episode as BIA's Christina Hurley, Rick Ducey, and Nicole Ovadia unpack their key takeaways and offer their optimism around the industry's readiness to embrace new technologies.The BIA team discusses how ATSC3 and AI implementation is moving from buzzwords to real-world applications. They also examine the auto industry and the advanced tech vying for space in the complex dashboard arena. Plus they discuss the new possibilities for radio in light of the FCC's approval of over-the-air geotargeting for FM stations. At the heart of it all, Christina, Nicole and Rick explain that we are witnessing the integration of advanced technologies that are driving a significant evolution of audience behaviors and advertiser expectations simultaneously. This excitement has captured the industry's attention and definitely won't stay in Vegas!The episode a must-listen for anyone interested in the intersection of media, technology, and community.

Unlock the secrets of what's driving local advertising in 2024 as BIA's Nicole Ovadia and Rick Ducey discuss the firm's March update to the 2024 U.S. Local Ad Forecast. They explain the backdrop behind the adjusted estimate of $172 billion, which is buoyed by political advertising, now pegged at $11.1 billion. Plus, hear how Connected TV (CTV)/Over-The-Top (OTT) platforms are impacting the campaign trail, offering data-driven, high-quality avenues for even the smallest players to get their message across. 

In this general election year, CTV has become even more important for political and issue campaign media investments. As local inventory has increased and programmatic trading making it easier and more powerful to activate specific audience segments and optimize those buys, CTV is benefiting from significant tailwinds in 2024.   Premion's head of sales, John Vilade joins BIA's Leading Local Insights podcast for a discussion about where CTV is headed in 2024. John has a solid sales leadership background in linear, CTV, programmatic, and ad tech with positions at Premion and also with earlier leadership positions at NBCU, Hulu, Discovery Networks, and TRUSTX.Topics covered include CTV political spending, FAST services and CTV, buyers' intentions for local CTV in 2024, and audience currency and attribution.

In this podcast episode, BIA's Nicole Ovadia interviews Jay Loeffler, the Chief Revenue Officer of Valpak, to explore the significance and adaptability of direct mail in a world dominated by digital channels. They discuss attribution, political crowd-out, the complementary nature of direct mail to TV and radio advertising, the economic reasonings behind advertiser decisions, and the impact of continuously changing consumer behaviors, which includes how Gen Z is rediscovering the allure of physical mail.As Loeffler explains, direct mail bridges the gap from browsing to conversion by delivering tailored content and deals that resonate with consumers across various demographics.Listen now and download (here) a recent survey of local businesses and their plans and priorities for advertising in 2024. 

BIA analysts analyze upcoming trends that will greatly impact the local advertising industry in 2024. They discuss a range of topics including local political advertising, the growing influence of AI, the emergence of retail media networks, the rise of social platforms like TikTok, the influence of consumer behavior on media, and the popularity of short-form videos. In this fast-paced roundtable discussion, the team covers key subjects related to business categories and media trends.

Ready to understand what's behind the rapidly growing Retail Media Networks (RMNs)? RMNs are transforming the local advertising landscape, and industry titans like Amazon and Walmart are leading the charge. In this podcast, BIA's Rick Ducey and Leyla Chatti analyze RMNs, dissecting its allure to retailers, consumers, the investment dynamics, and the key players shaping this landscape. Plus, they compare and contrast retail media networks against traditional paid media platforms. Listen now to hear how traditional paid media platforms like radio and TV can form symbiotic partnerships with retail media networks to boost their digital ad spending. Download the report, Retail Media Networks (RMNs): A Local Perspective, here.

What does the future hold for local news and sports? As the world shifts to streaming, the answer isn't as straightforward as you might think. We discuss this complex topic with our guest Alan Wolk, co-founder and lead analyst at TV Rev. The author of the report, "TV Rev's Perils and Promise in the Age of Streaming," Alan has been working with stations to help them redefine what success looks like in this space. During this podcast, Alan offers his take on the possibilities available for local TV groups to blend their linear and streaming platforms to reach audiences of all ages. He also touches on the game-changing implications of geo-targeting, and the pressing need for a cross-platform currency and consensus on audience measurement. Listen now to this engaging discussion focused on possibilities of the near future.

BIA welcomes Kevin Ruppenthal, Director of Operations at SpectraRep, and John McCoskey, Chief Operating Officer of SpectraRep to discuss CPB's Next Generation Warning System Grant Program. This grant presents an important and immediate opportunity for local broadcasters. Year one of the grant is a $40 million program available to public broadcast television and radio stations for funding equipment upgrades with a focus on enhanced alerting and warning capabilities, including ATSC 3.0 for television stations.  Listen now to learn about the grant's goals, what's covered and who's eligible. Kevin and John also explain the three steps to follow immediately to apply by the deadline. More details on applying here.

Todd Handy, Chief Revenue Officer at SEBPO, and BIA's Rick Ducey unpack the ongoing transformation of local media companies to cross-media advertising platforms in this enlightening podcast discussion.Listen to hear how media companies can scale revenue, save on expenses, and succeed for advertising clients. Todd discusses how media companies can leverage business process outsourcing to generate revenue and maximize performance. He also shares a real-life example of a local media company netting over 50% digital revenue and delivering robust performance metrics. A well-respected executive, Todd was Beasley Media Group's first Chief Digital Officer before SEBPO. At Beasley, he led the company's fast-growing digital media business, realizing a 165% increase in digital revenue over three years. In addition to his role at SEBPO, Todd is a member of the Local Media Association's Board of Directors, serves on various sales and digital marketing advisory boards, and is a former member of the Local Media Consortium's Executive Committee. 

BIA issued an update to its 2023 U.S. Local Advertising Forecast in late June 2023. Economic and industry factors – plus input from BIA's annual surveying of media companies - were reasons behind the adjusted estimates. In this podcast, get a sense of BIA's expectations for local advertising revenue this year across media channels like TV, Radio, CTV/OTT, and more. Then, hear about the opportunities for the second half of 2023.  BIA's Nicole Ovadia, VP Forecasting & Analysis, is interviewed by BIA's Director of Data Insights & Client Relations, Mark Dugan. 

In this first episode of Verticals in the Spotlight, BIA analysts focus on two large and important verticals for local advertising – Mattress & Sleep Centers and Furniture Stores.  Listen now to hear how these verticals have recovered from the pandemic, the top media channels attracting the most advertising dollars for each vertical and what opportunities are emerging for local sellers. 

Over sixty-five thousand people attended the 2023 NAB Show in Las Vegas April 16-19. NAB's Centennial Show, the event covered the latest trends and innovations in the industry. Get a perspective on three important topics from BIA's Managing Director, Rick Ducey when he shares what he saw and heard around ATSC 3.0, hybrid radio, and AI. Rick explains what each means to the broadcast industry and what we can all expect next. 

“Future forward” is the mantra of Sinclair's COO and President of Broadcast. Rob Weisbord. This means taking care of business today but committing to believing in a future with significant opportunities that are possible to create.In this podcast with BIA's managing director, Rick Ducey, Rob shares his vision for how local TV groups can target not just TV spending but the full “share of wallet.” Local TV will be about a $19 billion business in 2023 according to BIA. However, all local paid media spending will total $165 billion. That's the target Rob has for Sinclair. Getting there requires culture change, a unified ad platform, and dynamic pricing to maximize revenue yield. All while keeping an eye to the future for platforms like ATSC 3.0 that deliver new possibilities to provide enhanced services to traditional media audiences and advertising and opportunities to enter new markets. Rob's got a full plate from vision to implementation and shares how he sees it all happening in this thought stimulating podcast episode. 

Roger Lanctot, Director, Automotive Connected Mobility in the Global Automotive Practice at TechInsights, joins our podcast this week to talk about the intersection of connected cars and local ad-supported media. For starters, just as Google has found great value in targeting ads based on intent derived from signals in user searches, so too does the car generate contextual signals that can be used to target ads. Roger spoke about how Mercedes is working with Google to unbundle some of their tech so it will work with its MBOS – Mercedes Benz Operating System. This novel partnership is an important waypoint in creating more media functionality in connected cars. Roger also spoke about innovations for in-car radio such as Xperi's DTS AutoStage and GeoBroadcast Solutions' ZoneCasting as further examples of creating more ad-supported functionality for in-car users looking for their favorite local media. 

In this episode, BIA's Leyla Chatti speaks with Timur Yarnall, co-founder of Neutronian, to discuss the implications of media privacy and data compliance in the local advertising space. Both Chatti and Yarnall examine leading trends in Martech and address the use of AI in an environment where privacy is constantly challenging targeting abilities and impacting the effectiveness of local advertising.  Yarnall, a subject matter expert on data, is a seasoned and successful executive and technology entrepreneur. He has co-founded four start-up companies focused on data privacy and consumer trust, including his most recent projects Neutronian and Neeva.com. He also co-founded MdotLabs, which was acquired by ComScore, an advertising and media evaluation company. 

BIA estimates the Home Improvement vertical will spend over $9.7 billion in local advertising in 2023. Direct mail is still a dominant ad channel for this vertical, but Mobile, TV Digital and Radio Digital are all growing. Listen to this podcast now to get top takeaways from oneof BIA's most popular reports on local advertising. BIA analysts share thecompany's expectations for advertising spend across media channels and identifythe top spending sub-verticals within Home Improvement. Clients can download the full report from BIA ADVantage. The report can also be purchased in here. (Podcast listeners: enjoy promo codePODCAST10 to save 10% on the price.) 

In this podcast, BIA's Managing Director, Rick Ducey, and Lynn Claudy, SPV Technology at NAB, discuss the winding road for ATSC 3.0, where the industry is advancing and where it needs help particularly from the FCC. Claudy also profiles all the Next Gen sessions, events, and booths at the NAB Show taking place in Las Vegas April 15-19, 2023.Lynn Claudy sits in a leadership role at the intersection of ATSC3 technology development and market rollout with his positions at including NAB (SVP Technology), ATSC (immediate past chair), and the FCC (Tech Advisory Council) among other industry affiliations.  ATSC3 is now in its “lighthouse phase” whereby local TV stations must share frequency on just one or two TV stations in a market to host all ATSC1 services to free up other spectrum to introduce ATSC3 services. At some point the stations acting as “lighthouses” to serve as a common host for a market's ATSC 1.0 service will also transition to ATSC 3.0 for a complete cutover to the new NextGen TV service as it is branded in the consumer market. Listen now to get an update on industry activities. 

A long under-utilized but growing asset in local radio's ad portfolio is in-screen visual display inventory comprising text and images. Basic RDS technology available in 70-80 percent of cars on the road allows FM broadcaster to deliver program and advertising content. For maybe a quarter of the cars on the radio with HD Radio receivers, images can also be sent. As radio searches for new pockets of revenue growth opportunities, in-dash visual ad inventory is becoming a thing for major groups. Quu's CEO Steve Newberry joins us for this podcast episode to explain the visual radio ad ecosystem and opportunities local radio stations can target with this technology.

2023 brings new services and new revenue opportunities in the world of datacasting across broadcast television. BIA is forecasting $10 billion in non-core revenue in the local TV industry by 2030 (over and above advertising and retransmission revenue). Is the industry on the path to that revenue potential? What advancements are happening in datacasting to lead the way there?   Our guests are experts in broadcast, ATSC, and NextGen television. John McCoskey, COO of SpectraRep along with SpectraRep President Mark O'Brien, bringing you a conversation about the current state of datacasting services and new, non-core revenue opportunities for television stations. 

In this podcast, BIA's VP of Forecasting Nicole Ovadia shares her advertising expectations for Over-the-Top (OTT) local advertising this year. Then she asks Rick Ducey, BIA's Managing Director, a series of questions we get a lot when analyzing this growing media channel.Listen now to hear about the verticals investing in OTT advertising, the distinctions between OTT and CTV, the increasing connections between OTA TV and OTT and how OTT is being sold. 

In this special podcast episode, BIA's CEO, Tom Buono, sits down with legendary radio executive, Jeff Smulyan to discuss Jeff's new book, “Never Ride a Rollercoaster Upside Down” that offers captivating insights into what it takes to be an entrepreneur through good and bad times. Best known as founder and CEO of Emmis Communications, Jeff's winding career has taken him from law school to radio station ownership and to Major League Baseball team ownership.In this podcast, Tom asks Jeff to share some of his “rollercoaster” experiences including his creation of the first all sports radio station (WFAN in NYC) which wasn't a huge hit at first, to creating award winning rock stations, like KSHE in St. Louis, and how he created a diverse collation of programming to attract young adult contemporary listeners (KPWR in Los Angeles) that delivered the right notes, no pun intended, to become consistent 10 share station.Jeff and Tom also speak to the chaotic on/off love relationship Wall Street has had with the radio industry over the years and radios continuing value within local communities. For anyone aspiring to be an entrepreneur, Jeff shares countless lessons from his decades of experience both on this podcast and in his book, which can be purchased on Amazon here. 

In this third, and final, episode of the New Year, New Insights podcast series, BIA analysts focus on two large and important verticals for local advertising – Finance/Insurance and Education.  Listen now to hear how the economy, inflation and digital trends are affecting each vertical and what opportunities are emerging for local sellers in 2023. 

In this second episode of the New Year New Insights podcast series, BIA analysts focus on two substantial verticals for local advertising – Restaurants and Legal.  Listen now to hear how the economy, inflation and digital trends are affecting each vertical and what opportunities are emerging for local sellers.  

There's a lot of questions regarding how the economy, inflation and other factors will affect local advertising in 2023. BIA is going to tackle as many concerns as possible in a podcast series we're hosting in January: New Year New Insights. Each episode will provide insights and recommendations around key business verticals for local advertising in the January podcast series.This first episode covers two of the powerhouse verticals for local advertising: Auto and Retail. Listen now to get estimates on overall ad spending, how trends (like EVs) are driving ad spend and how holiday shopping is shaping expectations for the new year. 

As the new year starts, there's a heightened focus on what it will take to succeed this year, especially with concerns about the economy. Get actionable insights on how to set yourself up for success during these uncertain times by listening to this podcast with BIA's Nicole Ovadia, VP Forecasting and Analysis, and C. Lee Smith, CEO of SalesFuel.Nicole and Lee identify strategies that can be used to improve sales outcomes immediately. They also offer suggestions on how to answer advertisers when they ask questions like: “What's the best way to advertiser in a recession?” and “Sales are down, so should I cut my ad budget?” 

There is tremendous movement and change around the rise of automation in the buy-sell workflow for local television. In this podcast, BIA's Rick Ducey, talks with expert industry advisor Kevin Gallagher to get his perspective on this topic from an agency perspective. Kevin has deep agency experience, leading local investment planning and activation at major media buying agencies including Spark/Publicis, Starcom/Leo Burnett while working with major clients such as GM and Comcast. His expertise includes identifying current trends and evolving best practices for Local TV currencies, omnichannel approaches, inventory management, data/attribution models and media buying software tools. 

2022 has been a year of ups and downs, creating challenges within the local advertising marketplace. Auto supply chains, inflation and a potential recession are all concerns that will continue into the new year. With that backdrop, BIA has issued its 2023 U.S. Local Advertising Forecast, a significant gauge on how the economy will affect overall local advertising nationwide and within local markets. Listen to this podcast to hear BIA's CEO & Founder, Tom Buono, and Nicole Ovadia, VP Forecasting and Analysis discuss the firm's expectations for next year, the current state of digital advertising, and vertical ad spending.For more public findings from the 2023 Forecast, click here. The BIA ADVantage platform has been updated both with the nationwide and local market forecasts. Clients can login here. 

BIA has been closely examining the growing investments in Over-The-Top (OTT) and CTV. To look at it from an industry expert perspective, BIA held executive interviews while writing the report, The Local Programmatic Marketplace: OTT and Digital Reach Extension Channels. In this podcast, BIA's Leyla Chatti and Rick Ducey share top findings from the interviews to offer insights into current observations around the state of programmatic buying in the OTT and CTV ecosystem. They also discuss the business verticals most interested in buying this type of advertising.

This episode focuses on BIA's U.S. Local OTT forecast (from June 2022) and what it means for ad spending, localism and broadcasters competing in the OTT space.Hosted by BIA's Nicole Ovadia and Rick Ducey, this podcast was originally recorded for the TVB and posted on their Thought Leadership Podcasts. Listen now to get BIA's view on the following key questions:What's driving OTT's growth? What are the challenges for OTT as it continues to grow? In 2024, will OTT be a significant player in Political spending, and can it complement TV OTA? How do local sellers and broadcasters compete in this space, especially with all the giants already in play?

As the holiday season approaches, all eyes are on Retail stores and their outlook for ad spending. In a two-part report series, BIA examines what the larger retail outlets (i.e., Clothing Stores, Department Stores, Home Centers, and others) and specialty stories (i.e., Electronic, Furniture, Jewelry, Sporting Goods and more) will spend across different media to attract consumers. In this podcast, BIA's Senior Media Analyst, Leyla Chatti, discusses BIA's forecast and findings for the Retail industry with Mark Dugan, Director of Data Insights, and Client Relations at BIA. They examine the impact of inflation on this year's holiday selling season and explain BIA's estimated ad spend for 2022 across traditional media and digital media. Mark also shares the best opportunities for local sellers, including the growth of OTT in these categories and how OTT can be used to increase local revenue.Interested in accessing the full report? BIA ADVantage clients can login to download. Reports can also be purchased on our cart. Enter the promo code HOLIDAYRETAIL50 to purchase both for the price of one. 

Out-Of-Home (OOH) and Digital Out-Of-Home (DOOH) accounts for about $8 billion in advertising to reach local audiences. It's a growing channel according to BIA's forecast estimates and one that is capturing a lot of attention recently.In this podcast, we speak with Talon America's CEO Jim Wilson to get his insights into the make-up and operation of the out-of-home advertising ecosystem. He shares his perspective on key trends to keep an eye on in this fast-evolving space covering OOH advertiser types, measurement, cross platform buying opportunities and 2023 opportunities.

In this podcast, BIA's Leyla Chatti talks with Walt Horstman, the Senior Vice President, and General Manager at Xperi, about CTV. They discuss how CTV is providing advertisers with targeting and customization solutions for their TV messages. Horstman shares his vast experience about CTV and the streaming space to explain what is possible right now and the unique value proposition CTV offers advertisers. He also examines the key challenges for marketers as they add CTV commercial inventory into their television campaigns. 

Cross-platform video and digital advertising using programmatic tech stacks offer increased operational efficiencies to the buying and selling of workflow. Plus, it enhances the ability to have a highly functional marketplace for data-driven audience targeting, including forecasting, optimization, verification, and fraud protection along with analytics and reporting. But it's a lot to think about. In this podcast, Madhive's Joe Marino shares his insights on how despite the complexity, programmatic actually simplifies and empowers the cross-platform advertising market. 

Hear from the front line about recent developments in ATSC 3.0 or NextGen TV datacasting. BIA's forecast is that by 2030, the local TV industry's ATSC 3.0 infrastructure will generate about $10 billion in non-core revenue that is additive to advertising and retransmission revenue. How will the industry get there.Our guest is an expert on the topic of local television, ATSC, and NextGen, Mark O'Brien, who is the President and CTO of SpectraRep. SpectraRep is one of the few firms working with local TV stations to generate datacasting revenue. O'Brien shares his perspective of what's next for local television when it comes to broadcasting and non-core revenue opportunities. 

The deployment of addressable video ad delivery has had many flavors like local ad-supported VOD on cable system platforms, digital video, OTT/ CTV and national linear addressable TV. In this podcast, Larry Allen, VP & GM, Data & Addressable Enablement at Comcast Advertising, speaks with BIA's Rick Ducey to assess all the different forms of addressable deployments. He also discusses the impact of measurement on the adoption of addressable and explains the trends now occurring to get to a converged TV landscape.Listen to get a sense of addressable terminology and its applicability in the media ecosystem.

Since negotiations for the 2022-23 Upfront began, there have been lots of media articles crowing about how well the broadcast and cable networks did in the Upfront. On average, so the trade publications tout, there have been CPM increases in the high single digits - year to year – and marketers and their agencies have incorporated more third party and first party data analysis as part of their evaluation process than ever before.In this podcast, our guest Tom Ziangas, SVP of Revenue & Strategic Research at Crown Media, shares his insights on the Upfront negotiations. An expert in monetization strategies, the setting of industry standards, cross-platform measurement and attribution methods, Tom offers a unique take on the outcomes from a research perspective that also offers keys for future Upfronts. 

Every month, Vevo reaches 25% of the audience in their U.S. and worldwide markets through OTT/CTV, making them a 24/7 linear programming platform.In this podcast, BIA's Leyla Chatti speaks with Kevin McGurn, President of Sales and Distribution at Vevo, to discuss how music distribution has evolved in the digital landscape and how they've successfully used OTT/CTV distribution strategies to build a leading music video platform. McGurn also touches on the opportunities for local advertisers.To examine local OTT directly, BIA recently released a new research report with Vevo, OTT – The Rising Star in Local Ad Spending: Regional and Business Vertical Trends.  The report shows that BIA forecasts just over $2 billion in OTT advertising in 2022, and why and how it's fair to make the claim that the sheer number of impressions makes local OTT/CTV competitive with, but also complementary to, both linear TV and digital advertising. 

CTV has exploded over the past few years nearly doubling the local revenue it pulled in nationwide since 2019. In this podcast, our guest Brian Hunt, head of OTT and CTV Advertising for Sinclair discusses the planning and execution of CTV campaigns. He shares the strategy and inception of Sinclair's major CTV platforms and gives us his insight into the planning and execution of CTV campaigns. The discussion also covers the advantages and disadvantages of managed service vs self-service campaigns.  Hosting the discussion is Nicole Ovadia, BIA's Vice President of Forecasting & Analysis, and Mitch Oscar, Director of Advanced Advertising Strategies at USIM. 

CTV leads the way in cross-screen video and TV innovation for marketers and agencies seeking to define and activate specific audience segments. In this podcast, BIA's Managing Director, Rick Ducey, speaks with Samsung Ads' Justin Evans, Global Head of Analytics and Insights help us understand the emerging TV ecosystem and achieve better performance across linear TV, OTT, digital and mobile. You will also hear Justin's ideas about TV Everywhere apps and his thoughts on “currency”. 

Every day, AdImpact tracks more than 6,000 political advertising campaigns and, recently, announced ad detection on streaming devices. They are also a new partner with BIA providing TV political ad data in BIA ADVantage. In this podcast, BIA's Nicole Ovadia speaks with Kyle Roberts, CEO of AdImpact and CEO of Smart Media Group. With these two roles, Kyle has an insider's perspective on Political advertising.  He discusses how Political advertising has grown to the levels it has and how much longer this growth can go on. Also, with Political spending increasing on OTT and CTV, Kyle explains how political advertisers are addressing cross-platform measurement and analysis.You will also hear Kyle's ideas about how broadcasters can provide the biggest positive impact for Political advertisers. 

After a rigorous survey of media companies and an economic analysis in the first part of 2022, BIA has adjusted its overall expectations for U.S. local advertising revenue for 2022. The company now estimates $167.4 billion for the year, which is down $5.9 billion from the original estimate.  However, BIA sees positives for ad revenue, with the overall spending increasing by over $14 billion from 2021. Positive ad drivers this year include political, several leisure categories, and online gambling.Listen to this podcast to hear BIA's Nicole Ovadia and Mark Fratrik share their outlooks on the economic factors that drove the changes, an overview of the changes, and top media channels and verticals in 2022. 

The NAB Leadership Foundation's goal is to attract, train and develop the future leaders in the Broadcast Industry.In this podcast, BIA's Nicole Ovadia speaks with Michelle Duke, President of the NAB's Leadership Foundation and the NAB's Chief Diversity Officer. They discuss the programs offered by the NAB such as the Technology Apprenticeship Program, Broadcast Leadership Training Program, and the Media Sales Academy, which focuses on college Junior and Seniors. Listen now to hear about new offerings from the leadership foundation and how they are working to develop new important solutions for the broadcast industry. You will also hear Michelle speak about how the NAB's Diversity Program is working to increase diversity in media. 

Attribution is one of the leading topics today yet there's much to unpack about its implementation, execution, efficacy, and reporting. In this podcast, BIA's Nicole Ovadia speaks with Brian Page, Managing Director of Scripps Octane, to level set expectations around attribution by reflecting on key campaign attribution discoveries. They also discuss common misconceptions and objections that advertisers and their agencies often have around attribution, explaining the challenges facing buyers and sellers of TV for both national and local advertising. As you'll hear Brian explain, “when it comes to advertising, it's not about the impression, it's about the results, ‘Attribution'.”