Local Advertising Poised For Significant Growth In 2025

Florida’s local advertising market is poised for significant growth in 2025, according to new insights shared by BIA Advisory Services at the Florida Association of Broadcasters’ Annual Convention in Palm Beach. Christina Hurley of BIA presented a detailed forecast projecting that local ad revenues across the state will reach $12.4 billion in 2025, up from $11.6 billion in 2024. This estimate excludes political ad spending.

Mobile advertising is expected to remain the dominant media channel, securing a 22.3% share of the total ad spend-largely fueled by social media.

During her presentation, Hurley outlined several key trends reshaping Florida’s advertising landscape. Chief among them is the surge in investment toward Connected TV (CTV) and Over-the-Top (OTT) platforms, now considered the fastest-growing media category in the state. CTV/OTT revenues are projected to hit $241.2 million in 2025, reflecting a year-over-year growth of 15%.

Traditional broadcast media remains strong, with TV, radio, and CTV/OTT expected to collectively gain an additional $72.9 million in ad revenue next year.

BIA’s latest market analysis also highlighted the top three Florida media markets driving ad spending:

• Miami-Fort Lauderdale – $3.0 billion
• Tampa-St. Petersburg-Sarasota – $2.5 billion
• Orlando-Daytona Beach-Melbourne – $2.3 billion

Combined, these metro areas represent 64% of Florida’s total local advertising revenue.

Finally, BIA spotlighted what it calls the “Three Rs” as key industry drivers in 2025:

• Restaurants/Food: $1.9 billion ( 9.8%)
• Retail: $1.0 billion ( 7.5%)
• Real Estate: $407.3 million ( 9.8%)

Despite ongoing concerns over tariffs and broader economic uncertainty, BIA’s analysis suggests Florida’s diverse and expanding advertising economy remains robust across both digital and traditional platforms.