MDP - Local TV advertising pulling back after political 2020 but core ads show growth ahead

Daronk Hordumrong/iStock via Getty Images Traditional over-the-air television advertising is headed for a 19% decline in 2021, according to new analysis - but that needs to be put in context vs. a very hot market from a presidential election year. Local OTA advertising will drop 19% this year to $14.9B, BIA Advisory Services says. But core, nonpolitical advertising will rebound from a pandemic 2020 - rising 5.4% in 2021, after slipping 23% last year. And the firm expects next year's overall total will grow 20%, to $17.8B (with core growing 1.9% as part of that). Meanwhile, local TV-owned digital advertising is headed to 7% growth this year, to $1.5B, the firm says - a tricky complementary platform (but a competitive one) for television stations. This year, category drivers include automotive and direct property insurance (up 33% to $4.2B total), and health/medical insurance (up 29% to $2.3B). Relevant local broadcast tickers:

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Local TV advertising pulling back after political 2020, but core ads show growth ahead