BIA Advisory Services has revised its 2021 forecasts for U.S. Local Advertising Revenues to $142.4 billion, up $4.8 billion from its November 2020 estimates. The projection is split between traditional and digital media but shows that the divide is narrowing, with traditional advertising only eight percent ahead of digital mediums that include mobile, online, over-the-top, email, and traditional media’s online ventures.

“There’s an acceleration in the market that couldn’t be accounted for last fall,” said Mark Fratrik, SVP and Chief Economist, BIA Advisory Services. “The economy is growing and we’re observing money being spent to reach audiences through various media.”

Fratrik points to OTT as growing 16 percent this year, surpassing the trajectory of mobile as more consumers take advantage of various streaming services on their TV screens.

Local radio advertising is predicted to rebound somewhat to $11.7 billion in 2021 and $12.3 billion in 2022, with $0.94 billion and $1.04 billion, respectfully, coming from digital platforms. Local television advertising this year is predicted to dip to $16.2 billion in 2021 but bounce up to $19.3 billion in 2022, with $1.5 billion and $1.7 billion, respectfully, coming from digital platforms.