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BIA Advisory Services helps traditional and digital media, brands & agencies and technology companies secure a winning position in the local advertising marketplace.

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New Report Examines Substantial Growth in Over-The-Top (OTT) Ad Spending and the Rising Rate of Programmatic Deals

A new report from BIA Advisory Services examines the increasing value of Over-the-Top (OTT) advertising and the current state of direct and programmatic buys. Sponsored by Madhive, the free report, The Local Programmatic Marketplace – OTT and Digital Reach Extension Channels, explores local OTT advertising trends and programmatic buying that provides access to a network of OTT ad inventory from a variety of publishers. The paper includes findings from executive interviews performed for the preparation of the paper. Participants included local TV group executives, agencies, technology solution providers, along with OTT platforms and aggregators.

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Simplifying Programmatic Advertising with Joe Marino, Madhive

Cross-platform video and digital advertising using programmatic tech stacks offer increased operational efficiencies to the buying and selling of workflow. Plus, it enhances the ability to have a highly functional marketplace for data-driven audience targeting, including forecasting, optimization, verification, and fraud protection along with analytics and reporting. But it’s a lot to think about.

In this podcast, Madhive’s Joe Marino shares his insights on how despite the complexity, programmatic actually simplifies and empowers the cross-platform advertising market.

Listen now.

Upcoming Webinar

2022 Winning Local Media Sales: Out-of-Home Opportunities

In the local advertising marketplace, one channel is worth noticing this year: Out-of-Home (OOH). Recent data points speak to the recovery this channel is experiencing post pandemic and the growth over the last year:

  • BIA’s forecast estimates the channel will grow 8.4% year-over-year, which is up 25% from drastic declines in 2020
  • The Out of Home Advertising Association of America (OAAA) reported in August that OOH ad revenues in the second quarter of 2022 have nearly reached 2019 levels.

View this webinar as BIA and SalesFuel examine this channel and identify opportunities for local sellers. View On-Demand.

Local Media Watch Blog

Transaction Activity (as of July 31, 2022)

Transaction Update for Television and Radio (Year-to-Date): 

$ 6 B
TV Transaction Value
$ 199 M
Radio Transaction Value
# TV Stations Sold
# Radio Stations Sold
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