BIA/Kelsey's Annual U.S. Local Media Forecast 2011-2016
Charles Laughlin, 11/16/2012
BIA/Kelsey’s updated 2011-2016 U.S. Local Media Forecast projects moderate growth in the overall local ad market during the five-year forecast period. The continuing economic sluggishness has led to a slight pull back in our 2012 advertising revenue forecast, despite the boost provided by election-year advertising. By 2016 BIA/Kelsey expects digital revenues to account for more than a quarter of U.S. local media advertising. This document also features our updated forecast for U.S. Yellow Pages advertising. BIA/Kelsey forecasts total U.S. Yellow Pages revenues will decline at a CAGR of 7.3 percent through 2016. By 2016, BIA/Kelsey estimates that the U.S. Yellow Pages industry will be 55 percent print and 45 percent digital. In 2011 the ratio was 78 percent print and 22 percent digital.