CHANTILLY, Va.—BIA Advisory Services has issued a new U.S. Local Advertising Forecast for 2025 that is predicting the local digital ad spend will surpass traditional media for the first time, with 52% of the total $171 billion local ad spend in 2025.
This represents an increase of 5.5 percent in non-political spending over BIA’s revised 2024 estimate. When including political advertising, the 2025 estimate represents a 1.3% decline from the revised estimate of $173.7 billion for 2024. In this forecast, BIA raised its 2024 local advertising estimate primarily due to an expectation of increased political advertising of $560 million.
