Radio 'Finally Discovered The Internet' Finds Borrell

Updated Report

BORRELL has recast their 2019 estimates for digital advertising across all U.S. markets and are issuing overall advertising forecasts for 2020. This midyear update focuses on the big change in the market-level Addressable Digital Revenue and why it’s occurring. (Addressable Digital Revenue is the total amount of digital ad expenditures for all local businesses located in a market that can be captured by local media companies. It ranges from about 2% of all digital advertising being spent in a market to as much as 24%.)

The company notes, "these are important numbers that help media companies and ad agencies gauge what’s available in local markets after GOOGLE, FACEBOOK and other pureplays take their big cut."

Overall local advertising forecasts for local advertising remain the same – tepid growth this year and next. For 2019, BORRELL expects local advertising to grow 1.4% over last year, reaching $128.0 billion. For 2020, they're forecasting growth of 1.3%, to $129.7 billion. What’s changing most is the Addressable Digital Revenue segment.

Here’s what BORRELL found:

• Newspapers and yellow pages are seeing digital revenue decline a bit more steeply.
• Radio has finally discovered the Internet, with a vengeance.
• TV and cable are also gaining more ground in digital sales.

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