U.S. Local Advertising Forecast

Twice a year, BIA/Kelsey publishes its U.S. Local Advertising Forecast that provides a national overview of U.S. spending in local markets. The forecast is published in the fall and updated in the spring.

The forecast covers all media, offering a comprehensive and authoritative view of all “local” advertising spent by national and regional companies, as well as small and medium-sized businesses.

Mid-Year Update: U.S. Local Advertising Forecast 2017 has been updated with our mid-year estimates.

The U.S. Local Advertising Forecast is helpful to:

Understand the market outlook now and in five years

Gain insights around the key drivers and assumptions behind top-line numbers

Drill down into specific media to track activity and opportunity

U.S. Local Advertising Forecast 2017 – Mid-Year Update

The 2017 forecast covers the entire local advertising marketplace, including all media generating revenues by selling access to local audiences to all types of advertisers (national, regional and local).

The 100+ page includes over 45 charts and tables and provides a five-year forecast for twelve media. It delivers a thorough look at the trends affecting media/advertising platforms. See below for list of all media covered in the forecast.

View the TOC. Read publicly released findings in the press release. Purchase the report.

2017-us-local-ad-forecast-cover

INDIVIDUAL MEDIA COVERED IN THE FORECAST:

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)

Social

Local Magazines

SAMPLING OF TOPICS EXAMINED IN THE FORECAST:

Annual revenue changes for each media

Local video advertising revenues distribution across media

Share of mobile ad spend by format (e.g., display, search, SMS)

Local versus national ad spend for mobile and social

Local search versus top-line search revenue

Google: 2016 Top-Line Search Leader

Social trends around Twitter, YouTube and LinkedIn

BIA/Kelsey defines local advertising as all advertising platforms that provide access to local audiences for national, regional and local marketers.