Local Advertising Revenue Share Estimates, by Media Channel

Using a definition of the local media marketplace as “all local media/services that provide access to local audiences,” BIA/Kelsey estimates total advertising spending on local media this year to be $132.7 billion, per data included in a newly-released study. Traditional media channels continue to dominate local advertising spend, per this definition, with direct mail (27.2%), newspapers (16.1%), TV (14.9%), and radio (11.5%) alone accounting for an estimated 7 of every 10 dollars spent accessing local audiences. (more…)