U.S. Local Advertising Forecast

U.S. Local Media Forecast
Twice a year, BIA/Kelsey publishes a forecast that provides a complete overview of U.S. local advertising.

The forecast for 2016, U.S. Local Advertising Forecast 2016, offers a five-year national overview of total U.S. spending in local markets and market-based advertising revenue estimates for twelve media.


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BIA/Kelsey's U.S. Local Advertising Forecast 2016 - Key Findings
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The U.S. Local Advertising Forecast 2016 offers a five-year national overview of total U.S. spending in local markets and market-based advertising revenue estimates for twelve media. BIA/Kelsey defines local advertising as all advertising platforms that provide access to local audiences for national, regional and local marketers.

The forecast offers a comprehensive and authoritative view of the local landscape, delivering an objective and credible five-year market outlook and analyzing the key drivers and assumptions behind top-line numbers.

In addition to the national forecast, individual media covered in the forecast include:

  • Direct Mail
  • Local Video (Over-the-Air-Television, Local Cable Television, Out-of-Home/OOH Video)
  • Newspapers
  • Online
  • Radio
  • Mobile
  • Directories (Print & Internet Yellow Pages)
  • Local Magazines

The forecast also provides critical analysis companies can use to understand today's most important topics such as:

  • Annual revenue changes for each media
  • Local video advertising revenues distribution across media
  • SMS
  • Local versus national ad spend for mobile and social
  • Local search versus top-line search revenue
  • Google: 2016 Top-Line Search Leader
  • YouTube and LinkedIn

Accessing the Forecasts

BIA/Kelsey advisory service clients with portal access can login now to view available forecast briefs.

To purchase the forecast, visit our Store or contact us at sales@biakelsey.com.

Local Advertising Defined

BIA/Kelsey defines local advertising as all advertising platforms that provide access to local audiences for national, regional and local marketers. Our forecast draws from proprietary data; company, industry and country information in the public domain; and discussions with clients and non-clients about the direction and pace of development in the local media marketplace.

Forecast Overview

U.S Local Advertising Forecast

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Forecast Summary

  • 97 page report, including 45+ forecast charts, data charts, tables
  • 360-degree view of the market for all spending on local advertising
  • Breakouts for 12 media segments: direct mail, local video, local over-the-air television, local cable television, out-of-home/OOH video, newspaper, online, radio, mobile, directories, social and magazines

Forecast Contents

National Overview of Total U.S. Spending in Local Markets

  • Local Five-Year Forecast
  • Local Ad Market and Traditional Media
  • Steady Shift Toward Digital (Dollars & Percentage)

Specific Media Forecasts

  • Five-year forecasts for each media
  • Order of media per their contribution to local media pie in 2016
  • Annual revenue changes

Who Should Read
  • Media executives in charge of planning and budgeting advertising spending
  • Sales leaders and sales strategists
  • CMOs
  • CROs
  • Any executive with a role in selling digital advertising or marketing solutions

Advisory Service Clients
Clients with portal access can login now to access the U.S. Local Media Forecast 2015 Spring Update.