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Local Advertising Post-Pandemic...

 

Monday, May 25, 2020
 
Post-pandemic ad dollars may be hard to come by for radio but according to BIA Advisory Services it will be better than cable TV and newspapers locally. If you're keeping score at home, radio is forecast to control nearly 9% of the local ad market. BIA forecasts over-the-air radio's share of the $144.3 billion local ad market will be 7.9% or $11.4 billion. In addition, BIA projects another 0.9% will come to radio through digital sales for a total of roughly $1.3 billion...
 
Here are 4 key takeaways from BIA's newly revised local ad forecast for 2020:
  1. The new estimate represents a 3.6% decline from 2019 even with the added political advertising this year...
  2. BIA still expects that total TV political advertising for all of 2020 will be around $3.25 billion for local TV over-the-air...
  3. "The biggest share of local ad dollars is now controlled by digital - including 17.2% predicted to go toward mobile ads and another 14.5% toward online ads", according to Inside Radio...
  4. The top 10 media modes delivering BIA's local spend of $144.3 billion post-COVID-19 are listed in rank order (by %): 1) Direct Mail (23.2%) 2) Mobile (17.2%) 3) Online/Interactive (14.5%) 4) TV (OTA) (11.8) 5) Radio (OTA/Online) (8.8%) 6) OOH (OutOfHome) (5.2%) 7) Newspapers Print (5.1%) 8) Cable TV (3.9%) 9) Newspapers Online (3.2) (Newspaper Print & Online combined would be #6 (8.3%) 10) Email (2.7%)…
All top 10 media sources posted and percentages are down from the pre-covid period. BIA advises "A realistic view of the virus is that it will continue to have a tremendous negative impact on the second quarter with some continuation into the third quarter". On a personal note, We still don't know if there will be a second wave of the virus coming in the fall or winter. We should all be keeping our fingers crossed that there won't be or that we will have a vaccine in place to prevent another occurrence...
 
I(n)M(y)O(pinion):
  • Sometimes it's better to be lucky than good and we need lots of the former this year...
  • Don't invite the CDC and White House to the same party...
  • It would embarrass me if the first hurricane of the season bore my name. "Arthur" gets the honor this year...
  • Phyllis George became one of the former Miss America's to have a successful career (sportscaster) and was too young to pass away at 70. RIP Phyllis George...
  • Mail-in ballots should be available in every state...
  • NASCAR has become another sport that's back - without spectators...
  • Suze Orman picked a great time to resume her career. Her financial tips are needed now more than ever...
  • I'm still trying to figure out how a contact sport like football can be played during a pandemic...
  • Don't invite Disney & Tik Tok to the same party...
  • Don't be looking for any Johnson & Johnson baby powder with talc anymore...

 

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