Tuesday, March 2, 2010

Local Online Spend Climbs Despite Setbacks

A deeper recession than expected in 2009, along with rapid structural changes to the local ad market, has caused BIA/Kelsey to lower expectations for local advertising spending, pushing the recovery curve out one year further than previously forecast.


Last year, according to the firm’s “Annual US Local Media Forecast,” US local ad spending reached $130.2 billion, or 55.3% of the total. That was lower than the $141.3 billion BIA/Kelsey projected in February 2009 and a significant drop from the $156.3 billion spend on local advertising in 2008.


BIA/Kelsey reported significant declines in almost every medium studied, and lower than expected growth in the interactive sector.


Total local advertising spending will continue to stagnate through 2011, while 2012 will bring “meaningful recovery.”


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