As expected, because it will be an “off year” for political advertising, 2025 will see a lower TV advertising revenue. Nonetheless. BIA sees strength in core TV advertising for next year. According to a recent article in TV Newscheck:
“BIA’s analysis reveals an evolving television landscape where traditional and digital platforms are increasingly interconnected:
Traditional TV over-the-air (OTA) revenue continues to demonstrate stability at approximately $16.5 billion (with political) in 2024, though its overall share of wallet has declined from 11.4 percent to 9.6 percent from 2019 to 2025.
TV Digital (i.e., owned and operated mobile apps & websites) grew steadily from 2019 to 2024. CTV experienced rapid growth during this same timeframe.
Legal Services is the largest category spender for local TV at $1.85 billion across TV OTA, TV Digital and CTV/OTT.”
The analysis goes on to state that legal and auto should remain strong for local TV. Of course the key issue is looking at all local TV advertising options, not just the core “over the-air linier component.
You can see BIA’s analysis in TV Newscheck here.