NEW YORK--(BUSINESS WIRE)--TVB, the not-for-profit trade association of America’s local broadcast television industry, today announced advertising forecasts presented at Forward 2017 – Local Broadcast Television’s Annual Outlook Conference in New York City.
BIA/Kelsey Local Advertising Forecast – U.S. Healthcare Vertical
BIA/Kelsey tracks the billions of dollars that flow into local television advertising from the U.S. Health Care vertical, which includes hospitals, physicians, dentists, optometrists, chiropractors and residential care facilities. Health Care advertisers are expected to spend $10.85 billion on local media in 2017, with local television capturing approximately $1.61 billion, or $14.8% of that total.
Looking ahead, the largest marketers in the healthcare vertical including residential care facilities, hospitals and physicians are forecasted to spend $2.5 billion, $5.05 billion and $2.6 billion, respectively, on local media in 2018. As a result, BIA/Kelsey projects healthy year-over-year growth in healthcare ad spending for local broadcast television stations in 2018. To access the full summary of the new BIA/Kelsey Health Care U.S. Local Advertising Forecast, visit bit.ly/HealthCareForecast.
Commenting on the forecast, Dr. Mark Fratrik, Senior Vice President and Chief Economist of BIA/Kelsey stated, “While traditional media currently earns the lion’s share of health care’s local ad dollars, there will be a greater reliance on mobile and online media going forward. Our forecast indicates digital and online will account for 25.3% percent of total local ad spending by health care organizations by 2021. TV broadcasters can anticipate the changes in local ad spending and take steps now to integrate technologies that leverage their unique position in local that is very valuable to the health care industry.”
BIA/Kelsey’s U.S. Local Advertising Forecast is based on a proprietary forecasting methodology of the local advertising marketplace. Data is delivered by the advertising dashboard, BIA ADVantage.
TVNewsCheck Forecast – Local Broadcast TV Advertising
TVNewsCheck September 2017 survey estimates that local broadcast television total core spot advertising spend (local + national), including political, will decline 10.7% in 2017. Excluding political, in 2017 core spot advertising spend is expected to decline 1.4%.
Looking ahead, the September 2017 survey estimates local broadcast television total core spot advertising spend (local + national), including political, will grow 12.8% in 2018. Excluding political, in 2018 total core spot advertising spend is expected to grow 0.5%. The bulk of the growth is expected to come from robust political advertising in the 2018 mid-term election cycle, while core spot TV spending excluding political should see a slight boost from must-see TV events, like the Winter Olympics. To access the full summary of the new TVNewsCheck U.S. Spot TV Advertising Forecast, visit http://www.tvnewscheck.com/article/107637/spot-tv-2018-total-128-core-053 .
“If only broadcasters could skip over the odd-numbered years, they would have the best business in media,” says TVNewsCheck Editor Harry Jessell. “Our 2018 forecast has spot growing more than 12% on the biennial expectation that the politicians will be spending heavily on advertising in their federal and state races.”
TVNewsCheck’s forecast is derived from consensus estimates of nine television station groups, five leading industry analysts and research firms surveyed in August and September 2017.
About TVB
TVB is the not-for-profit trade association of America’s local broadcast television industry. Its members include television broadcast groups, advertising sales reps, syndicators, international broadcasters, associate members and over 800 individual television stations. TVB actively promotes local media marketing solutions to the advertising community, and in so doing works to develop advertising dollars for the medium’s multiple platforms, including on-air, online and mobile. TVB provides a diverse variety of tools and resources, including www.tvb.org, to support its members and to help advertisers make the best use of local ad dollars.
