Leading Local Insights

BIA Advisory Services

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BUSINESS

Get on point analysis of the local media marketplace with BIA’s Leading Local Insights Podcast. Each week, BIA shares its current insights on major topics including OTT, digital, broadcast, print, media ad platforms, advertising revenue estimates, financial valuations and more. Want BIA to cover a particular topic? Email us at podcast@bia.com.

4D AGO

The Hiring Reset: Where the Real Media & Ad Tech Jobs Are in 2026

The hiring market in media and advertising isn’t collapsing. It’s resetting. In this episode, BIA’s Rick Ducey sits down with Robert Hawthorne, President of Hawthorne Search, to unpack today’s two-track job market: consolidation and headcount discipline in legacy media versus continued expansion across SaaS, data, and ad tech. They explore where real job growth is happening, how compensation plans are shifting, why Q1 and early fall are prime hiring windows, and what both employers and candidates are getting wrong about today’s process. You’ll hear why leading organizations are defining roles around 90-day and 6-to-12-month business outcomes instead of resume checklists and how that shift is changing the way talent competes and teams are built. If you are hiring, planning a move, or trying to understand where the market is truly heading in 2026, this conversation provides a clear, practical roadmap. To connect with Robert Hawthorne, reach him at Robert@hawthornesearch.com

40 min
JAN 27

Inside the $182B Local Ad Market: Key Trends for 2026

Local advertising is entering one of its most complex and opportunity-rich years yet. In this episode of Leading Local Insights, BIA Founder & CEO Tom Buono and BIA’s senior analysts expand on insights from BIA’s 2026 Local Advertising Trends Report to examine what’s shaping the $182 billion local advertising market. The conversation highlights where growth is emerging, including CTV and cross-platform video, digital out-of-home, and national brands leaning further into local markets. The team also discusses which business verticals are gaining momentum and what that means for sales strategies. The episode also touches on the 2026 midterm election cycle, with the BIA analysts offering perspective on how political advertising may influence demand and inventory in select markets as the year unfolds. Grounded in BIA’s latest trends analysis, this episode delivers clear, data-backed insights to help local media leaders navigate change and identify opportunity in 2026. To download the full 2026 Trends Report, visit www.bia.com/2026trends.

32 min
11/05/2025

The Future of Local Advertising: Building a Single Source of Truth

In today’s fast-paced advertising world, it’s more important than ever to connect your advertising spend to actual sales growth. In this episode, Rick Ducey, Managing Director of BIA, and Senan Mele, VP of Forecasting and Data Analysis, welcome Jay Loeffler, Chief Sales Officer at Valpak. Together, they explore how data-driven planning is revolutionizing local advertising, providing a single source of intelligence that makes ad buying smarter. If rapid advertising growth is on your radar, you’ll want to tune in—this conversation provides a roadmap. Here are some highlights from the discussion: The advertising landscape is shifting from traditional CPM to effective CPM, which focuses on cost after cutting out the waste. Jay shares an interesting case study about a garage door brand that saw a sevenfold increase in engagement by strategically targeting single-family homes with tailored offers. Jay emphasizes the enduring role of linear TV, alongside the growth of connected TV and digital out-of-home advertising. Additionally, Jay explains how small businesses can leverage aggregated data to gain better insights and develop more effective marketing strategies. Senan shares BIA’s forecast for 2026, highlighting flexible budgeting, the shift from upfront media buys to backloading strategies, and the importance of incorporating non-digital touchpoints. The podcast concludes with a strategic guide: share CRM data with trusted partners, establish a weekly optimization schedule, use effective CPM as your planning metric, and develop a multi-channel strategy that enhances the entire customer journey, not just the final click. Curious to learn more about effective CPM? Visit www.Valpak.com/BIA. And if you bring a month’s worth of CRM data, Jay and his team will help you develop a tailored plan. Enjoying the episode? Don’t forget to follow the podcast, share it, and leave us a review.

32 min
06/04/2025

Engaging Consumers: Valpak CSO Jay Loeffler on Data-Driven Local Advertising Strategies During Economic Challenges

"Even with economic uncertainty, there is an opportunity to step up as leaders in our respective industries to guide our advertising partners with critical information to maximize spend and help them win at a critical time." Jay Loeffler, Chief Sales Officer, Valpak In this timely podcast, Jay Loeffler, CSO at Valpak, discusses the challenges local businesses face due to tariffs, inflation, and rising costs with BIA's Managing Director, Rick Ducey. During their conversation, Jay provides insights from Valpak's 2025 Local Business Economic Outlook Survey, which measures the impact of macroeconomic uncertainties on businesses and how they are adapting. One of the key takeaways is that businesses are not merely raising prices in response to inflation; they are reimagining their value propositions, exploring new channels, and utilizing data in innovative ways. This shift creates significant opportunities for media. Jay explains that small businesses are increasingly leveraging data insights not just for marketing, but also for broader operational strategies, such as choosing new locations and optimizing inventory. This trend is supported by findings indicating that 61% of small business owners expect revenue growth, and 78% plan to increase their marketing efforts. Jay emphasized that direct mail can achieve a 93% open rate when paired with digital touchpoints. Valpak has built a comprehensive stack containing billions of household attributes. Using this data, Valpak is tailoring multi-touch engagements through TV, radio, mail, and streaming to allow businesses to connect with consumers when and where they prefer to be reached. Valpak is currently partnering with companies like Paramount, Disney, and iHeart to improve reach. This podcast offers enlightening insights around navigating today's local media landscape. Plus, for the full Economic Survey, visit Valpak.com/bia.

30 min
01/15/2025

Enhancing Public Safety: The Evolution and Impact of Datacasting

Did you know that broadcast datacasting, which started with closed captioning, now plays a vital role in public safety and emergency communications? SpectraRep, an affiliate of BIA, has pioneered datacasting and is developing a nationwide wireless network for public safety, emergency management, remote learning, and more. In this podcast, SpectraRep’s COO, John McCoskey, and CTO, George Molnar, discuss how datacasting has evolved from analog to digital, and now reaches over 200 million people in the U.S. They share how it supports first responders, enhances emergency management, and improves earthquake early warning systems on the West Coast, delivering lifesaving alerts in seconds. By utilizing both ATSC-1 and ATSC-3 technologies, datacasting provides a reliable solution for significant communication challenges. Listen now to see how broadcasters are stepping up the opportunity to help protect and secure their local communities. For questions or to connect with the SpectraRep team, please contact info@SpectraRep.com and visit www.spectrarep.com.

14 min
11/25/2024

2024 Election Insights: Lessons for the Next Cycle

Industry experts Steve Passwaiter (Silver Oak Political), Nicole Ovadia (BIA), and Paige Albiniak (TVNewsCheck) dissect the 2024 election aftermath in this insightful podcast. Tune in to: Identify unexpected twists and crucial shifts in voter behaviorUnderstand the rising influence of Connected TV, OTT, and podcast appearancesLearn how earned media shapes voter opinionAnalyze how fundraising powerhouses like Whitmer, Newsom, and DeSantis are potentially rewriting the rulesConsider how a shifting FCC landscape might reshape the political battlefieldDon't miss these hard-won insights. Tune in now to fuel insights for the pivotal 2026 midterms and 2028 election. Correction: While mentioned as $2.0 billion in the podcast, BIA's Nicole Ovadia reports the actual CTV/OTT advertising spend for the 2024 election was $1.1 billion.

43 min
10/22/2024

Direct Mail's Digital Revolution: A Conversation with Valpak CRO Jay Loeffler

In the digital age, direct mail is adapting to remain a powerful force in local advertising. In this episode, Valpak's CRO, Jay Loeffler, joins BIA's Nicole Ovadia to discuss how Valpak is combining targeted Connected TV/Over-the-Top ads with personalized mailers for a data-driven approach to helping Advertisers achieve their goals. This strategy is crucial as BIA's 2025 forecast predicts direct mail will claim 20% of the $171 billion ad spend. To stay competitive, Valpak is emphasizing cross-media marketing as a "data company." Jay shares insights into opportunities with real estate, retail, and restaurant advertisers. In particular, he discusses the restaurant industry's focus on top-of-the-funnel advertising, highlighting Wendy's success with Valpak's mailers. He also discusses retail's shift to offline channels amid digital overload and how partners like Discovery+ and iHeart use Valpak’s MyBlue Insights to optimize campaign effectiveness. As Jay and Nicole discuss, in 2025 ROI will be vital. Valpak's 2024 survey found that 54% of businesses are worried about cash flow next year, yet 43% will maintain ad spend. Savvy advertising solutions will be critical to capture these dollars. This episode is a must-listen for brand and media leaders examining local opportunities. Plus, get insights into what business leaders are planning for advertising in the latest survey available at valpak.com/bia.

36 min
10/01/2024

Local Radio in Focus: Geofencing, Politics, and Revenue Growth

In our latest podcast episode, BIA's Nicole Ovadia and Rick Ducey delve into key topics from our recent RAB webinar on local radio opportunities. They explore the impact of geofencing on advertising strategies, the ongoing influence of radio in political campaigns and small market opportunities as compare to large markets. Rick provides insights on how geofencing enables stations to deliver targeted ads, citing relevant examples such as Chuck E. Cheese's localized efforts in San Francisco. Nicole and Rick then analyze radio's enduring role as a trusted medium in political advertising and identify the business verticals driving revenue growth in smaller markets. This episode offers valuable perspectives for those interested in the future of local radio. Discover how adopting the latest technologies can position stations for success in a changing media landscape. As BIA continues to collaborate with RAB and local radio sellers, we look forward to exploring more opportunities for growth and innovation.

22 min

4.7

out of 5

3 Ratings

Get on point analysis of the local media marketplace with BIA’s Leading Local Insights Podcast. Each week, BIA shares its current insights on major topics including OTT, digital, broadcast, print, media ad platforms, advertising revenue estimates, financial valuations and more. Want BIA to cover a particular topic? Email us at podcast@bia.com.

Creator

BIA Advisory Services
Years Active

2021 - 2026
Episodes

102
Rating

Clean
Copyright

© 2026 Leading Local Insights
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Leading Local Insights