Local media advertising revenue will reach $132.7 billion this year -- creeping up to $136.6 billion in 2014, $139.5 billion in 2015, $145.2 billion in 2016, and $148.8 billion in 2017, according to BIA/Kelsey estimates.
In its U.S. Local Media Forecast (2012-2017) released Monday, BIA/Kelsey reports online digital advertising will take $25.7 billion of the $132.7 billion that companies will spend on digital media this year.
About $107 billion will go into traditional media in 2013, but investments will continue to rise. By 2017, the firm estimates online media will take more than $41 billion of the nearly $149 billion that companies will spend, which means higher investments overall in advertising and marketing.
The importance of national advertising varies by local media. Mobile takes 85%; cable, 60%; TV, 42%; online, 40.0%; radio, 22%; newspapers, 18.0%; and Yellow Pages, 14%.
Mobile continues to grow at a faster pace. In 2013, the industry will see $1.8 billion in investments this year, rising to $3.1 billion in 2014, $4.3 billion in 2015, $5.3 billion in 2016, and $6.4 in 2017
National brands accounted for 32.1% or $42.5 billion of the $132.5 billion spent on local media advertising last year. National’s share of local ad spending is expected to grow to nearly $51 billion by 2017.