The top six vertical market categories, which include retail, financial/insurance services, general professional services, automotive, restaurants and wireless telecommunications carriers (except satellite), represent more than 73 percent of the ad revenue, with total local spending going across traditional and online/digital media.
BIA will present the firm’s local and nationwide advertising intelligence at LOCAL IMPACT DC on Thursday, May 10 at the National Association of Broadcasters (NAB) Headquarters in downtown D.C.
“The vibrant ad market and diverse population in the Baltimore-Washington corridor is reinforced by prominent vertical advertisers that are willing to spend money across multiple channels to reach their target audiences,” said Mark Fratrik, chief economist and SVP, BIA Advisory Services.
“Over the last five years, we’ve projected the rise of mobile and online as more mature technologies, such as those that deliver on-the-spot advertising, become available. Advertisers still remain committed to broadcast and traditional print partly perhaps because these channels remain consistent in their ability to connect with local consumers and synchronize quite well with digital advertising efforts,” Fratrik explained.
The top spending categories in media for the Baltimore-DC market reflect the national advertising buying trends. Direct mail, local TV, and mobile are projected by BIA to reach $151.2 billion in the U.S. this year.
BIA will examine the Baltimore-Washington region and the whole $150+ billion locally targeted advertising marketplace at its LOCAL IMPACT DC event on Thursday, May 10 at the headquarters of the National Association of Broadcasters (NAB) headquarters in D.C. The half-day program will focus on local advertising, where ad dollars are being spent across top media in the metro area and where they will migrate over the next five years.
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