BIA/Kelsey: U.S. Local Media Ad Revenues to Grow by $16B in 2017

March 18, 2013


Chantilly, VA - Mar 18, 2013 - BIA/Kelsey forecasts local media advertising revenues to climb from $132.5 billion in 2012 to $148.8 billion in 2017, representing a compound annual growth rate (CAGR) of 2.3 percent. In its newly released U.S. Local Media Forecast (2012-2017), the firm reports national brands accounted for 32.1 percent or $42.5 billion of the $132.5 billion spent on local media advertising in 2012. National's share of local ad spending is expected to grow to nearly $51 billion by 2017.

Digital media continues to increase its share of total local media revenues, growing from 17.4 percent in 2012 to 27.6 percent in 2017.

The firm expects traditional local media revenues to decrease from $109.4 billion in 2012 to $107.6 billion in 2017 (CAGR: -0.3 percent). As anticipated, traditional media revenues experienced a bump in 2012 from political advertising. The political ad spend cycle contributes to a drop in revenues in odd-numbered years. Despite the year-over-year political advertising seesaw effect, traditional media revenues remain remarkably steady throughout the forecast period.

For access to the full forecast contact Steve Passwaiter, VP, business development, at spasswaiter@biakelsey.com or 703-818-2425.



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