That’s according to a new report from BIA, which will be presenting its local and nationwide advertising data at LOCAL IMPACT DC, May 10 at NAB headquarters in D.C. BIA says local ad spending in the Baltimore-Washington metro will hit $7.9 billion this year, an increase of 5% over 2017 ($7.5 billion). What will the top spending categories be and where does radio fit in? Let’s find out.
BIA says the top six spending categories are:
#1) Retail
#2) Financial/Insurance Services
#3) General Professional Services
#4) Automotive
#5) Restaurants
#6) Wireless
These six categories represent more than 73 percent of the ad revenue, with total local spending going across traditional and online/digital media.
How will that money be spent? BIA’s Baltimore-Washington forecast estimates that more than $5.7 billion will be spent between the top five media in the region:
#1) Direct mail ($1.99 billion) 25.1%
#2) TV Over-the-Air ($1.10 billion) 13.9%
#3) Mobile ($980.2 million) 12.4%
#4) Online ($912.1 million) 11.5%
#5) Radio Over-the-Air ($721.0 million) 9.1%
