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# BIA: local media ad spend still a $185 billion market despite platform shift
- URL: https://fabric.media/bia-local-media-ad-spend-still-a-185-billion-market-despite-platform-shift/
- Published: 2026-09-09T20:43:47.000Z
- Updated: 2026-09-09T20:43:47.000Z
- Description: BIA Advisory Services managing director Rick Ducey says local ad spend remains a $185 billion market. Political spending is accelerating a shift toward CTV, forcing broadcasters to decide how fast they can adapt.
- Author: Fabric.Media Editorial
- Tags: Agencies, Local media $185B battleground podcast

*Signal from* [*TVREV*](https://tvrev.com/?ref=fabric.media) *·* [*read the original*](https://www.tvrev.com/news/local-media-isnt-dying-its-becoming-a-185-billion-battleground?ref=fabric.media)*.*