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BizReport : Advertising archives : January 15, 2016

Borrell: Local advertising growth in double digits in 2016

Local advertising in the U.S. will exceed usual single-digit growth this year, according to new data from Borrell Associates, thanks to state and local election advertising.

by Helen Leggatt

Local advertising will witness growth of 16.4% from last year's $113 billion to $132 billion in 2015, according to Borrell Associates. That growth will be driven by an injection of $5.5 billion from state and local election advertising and $17 billion more spending from local businesses on digital media.

In fact, digital will comprise half of local ad expenditures, says the report, rising to two-thirds by 2020.

Borrell's report breaks ad spending down by medium and reveals that while newspapers will see a 10.3% share ($13.5 billion, television 9.1% ($12 billion) and radio 7.6% ($10 billion), it is digital that takes the major share with 49.8% ($65.9 billion).

Targeted display advertising will have the biggest share of digital spending with $46.3 billion (70%) followed by video at $8.3 billion (12%) and paid search at $6.4 billion (10%).

Image via Shutterstock

Tags: advertising, local advertising, spending

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