BIA Advisory Services has revised its U.S. Local Advertising Forecast for 2026, now projecting total revenue will reach $184.5 billion.

The updated projection, a notable increase from the previous estimate, signals stronger-than-expected economic activity and a shifting media landscape. This upward revision highlights significant growth in digital advertising channels and a surge in anticipated political spending, creating new opportunities and competitive pressures for local businesses across the country. The forecast provides a critical benchmark for companies planning their marketing strategies and budgets for the coming years, reflecting a marketplace that is not shrinking but actively transforming.

What We Know So Far

  • BIA Advisory Services has officially revised its 2026 U.S. Local Advertising Forecast upward, according to multiple reports.
  • Total local ad revenue is now projected to reach $184.5 billion in 2026, an increase from the firm's prior analysis.
  • The new forecast represents a significant jump from the previous estimate of $181.7 billion for the same year.
  • The projection includes an estimated $8.4 billion in local political advertising spending, a key factor in the overall increase.
  • Excluding political ad buys, the forecast for core local advertising stands at $176.1 billion, up from a previous $172.7 billion.
  • The total forecast represents approximately 8.1% year-over-year growth compared to 2025 projections, as reported by Insideradio.com.

Local Advertising Market Forecast: $185 Billion by 2026

The revised forecast from BIA Advisory Services paints a picture of a robust local advertising market poised for substantial growth. The new projection of $184.5 billion for 2026 is a $2.8 billion increase over the firm's previous estimate of $181.7 billion, which was released in late 2025. This adjustment reflects a more optimistic outlook based on recent performance data and evolving market dynamics, particularly in digital sectors.

A significant portion of this growth is attributed to the cyclical nature of political advertising. With 2026 being a midterm election year, BIA projects that a formidable $8.4 billion will be spent on local political ads. This influx of cash is expected to heavily influence media markets across the country. Even when this political spending is removed from the equation, the core advertising market shows healthy growth. The forecast for non-political, or core, local advertising has been raised to $176.1 billion, up from the earlier projection of $172.7 billion. This underlying strength suggests that businesses are increasing their marketing investments to capture consumer attention in a competitive environment.