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Local Advertising Dollars

Posted: Wed Nov 13, 2013 11:35 am
by guglielmomarconi
Don't know how many paid attention to this story or not. Essentially, BIA/Kelsey came out with a report that the total local media spend for 2013 will be $132.7 billion. That's the all in pool of local ad dollars. Based on this definition of local advertising, local radio stations receive 11.5% of all advertising revenue being spent in local markets, fourth amongst all local media segments, behind direct mail (27.2%), newspapers (16.1%) and TV (14.9%).

So, to break it down for local ad spends:

Direct Mail 27%
Print 16.1%
TV 14.9%
Radio 11.5%

How does this then support the standard script uttered by radio old school protagonists that our redemption will be found in LOCAL, LOCAL, LOCAL?

It appears that more advertisers would rather spend their ad dollars on the leaflets stuck on your windshield than on the audio that comes out of the same car's speakers.

I made my bones by inventing radio, it's up to you guys to fix it for me......

Guglielmo Marconi

Re: Local Advertising Dollars

Posted: Wed Nov 13, 2013 10:00 pm
by gbarn
Viva Radio! Tuttavia, Andare avanti non significa che si sta andando nella giusta direzione!