U.S. Local Media Ad Revenues To Grow From $132.5B in 2012 to $148.8B in 2017, According To BIA/Kelsey

Slow Radio Growth

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 of 2.3%. In its newly released U.S. Local Media Forecast (2012-2017), the firm reports national brands accounted for 32.1% 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.

"Local media has become a key channel, not only for local small businesses, but for regional businesses, national franchises and national brands targeting locally," said VP/Chief Economist MARK FRATRIK. "This is clearly seen in our tracking of market shifts in mobile, social, search, promotions, coupons and deals, native ads and sales transformation."

Digital media continues to increase its share of total local media revenues, growing from 17.4% in 2012 to 27.6% in 2017. Radio is expected to grow slowly, upping its percentage from 11.2% in 2012 to 11.5% in 2017.

The firm expects traditional local media revenues to decrease from $109.4 Billion in 2012 to $107.6 Billion in 2017. 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.

BIA/KELSEY analysts will present highlights from the forecast at the firm’s "Leading In Local: The National Impact Conference," taking place TODAY (3/18) through WEDNESDAY, MARCH 20th in BOSTON. Leading In Local is gathering senior executives from across the local media, advertising and marketing space to examine how national's local play is having an impact on local media.

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