BIA/Kelsey helps traditional and digital media, brands & agencies and technology companies secure a winning position in the local advertising marketplace.
BIA/Kelsey Forecasts U.S. Local Advertising Revenues to Increase 5.2 Percent in 2018 to $151.2B; Largest Annual Increase in Five Years
BIA/Kelsey’s new advertising forecast reveals that a mixture of a robust economy, a competitive political landscape and significant growth in mobile/social media will combine to drive a notable increase in local advertising revenue next year.
Based on new survey findings of business advertisers, Plus Spenders advertisers (businesses spending more than $25,000/year) are using an average of 17 different media channels for their advertising and promotion.
“Over 85 percent of Plus Spender advertisers indicated they are already using some form of mobile advertising, and they intend to increase that usage next year by focusing on areas such as mobile search, mobile websites and mobile display,” commented Celine Matthiessen, VP Analytics and Insights.
The new wave of BIA/Kelsey’s Local Commerce Monitor™ (LCM) Wave 21 completed in the third quarter of 2017, indicates that SMBs intend to allocate 62.2 percent of their budget to digital media to promote their businesses next year. Read more public findings.
The LCM survey tracks SMB advertising and marketing spending, web footprint, media performance assessments, and opinions about key topics like emerging media and sales channels. For this survey, “SMB” is defined as a business having from 1 to 100 employees.
Subscribers of BIA ADVantage can login to view new research reports detailing the intentions and plans of TV/Cable advertisers and the advertising intentions of Plus Spenders (those spending more than $25,000/year) and Core advertisers (those spending less than $25,000/year). Research available for individual purchase.
In the 2018 U.S. Local Advertising Forecast, BIA provides its estimates for nationwide and local market advertising revenue.
Will advertising revenues grow next year? What are the top media by spend and share? Subscribe to BIA ADVantage to get complete insights into the local advertising market.
BIA/Kelsey tracks the value of transactions in TV and radio and the number of stations sold in each industry on a monthly and year-to-date basis. View all the details.
– Mark Fratrik, SVP and Chief Economist BIA/Kelsey