Local media ad space advising
firm BIA/Kelsey’s most recent
local market ad forecast report, Media Ad View Plus, has
several findings of note.
The study, which gives a market-by-market view of the local media pie, reveals:
The total local media market is
calculated to be $132.5 billion.
The study, which gives a market-by-market view of the local media pie, reveals:
Direct
mail is heavily used by local retailers, spending
$10.7 billion in 2012, giving direct mail a 43% share of total retail
advertising. Looking across all verticals, direct mail accounts for 27% of
all local market spend.
Despite ongoing declines in circulation,
in 2012, newspapers
generated $22.5 billion for a 17.1% share of total advertising spend,
second only to direct mail.
