BIA/Kelsey's Annual U.S. Local Media Forecast 2011-2016
Rick Ducey, 11/12/2012
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 forecast for local video advertising. Over the air local television stations are well poised to reach their 10 percent increase in advertising for 2012 due to tremendous amount of political advertising. Local cable advertising will grow faster than originally expected as more political advertising is moving to this local medium. Out-of-home and online video continued to show strong growth this year and will be strong competitors to other local video media in years to come.