Local Media SMB Spending to Exceed $50B in 2015

Mark Fratik

In a preview of its forthcoming U.S. Local Media Forecast 2015, BIA/Kelsey estimates spending on local media by small to medium-sized businesses (SMBs) will reach $50.4 billion in 2015, representing 35.8 percent of total local media spending. SMBs will allocate $37.7 billion of their local media spend to traditional media and $12.4 billion to digital.

SMB spending on local media is on par with that of national brands, which will spend $50.5 billion on local media in 2015, representing 35.9 percent of total local media spending. An additional $39.8 billion in local media spending will come from local brands that are not SMBs.

As indicated, each of these local advertiser segments—SMBs, national brands, and non-SMB local business—will increase their local media spend by double-digit percentages over the course of the forecast period.

BIA/Kelsey will issue its 2015 forecast on Day 1 of its upcoming LEADING IN LOCAL: SMB Digital Marketing conference, which takes place Sept. 22-24, in New Orleans. Forecast data and insights will be featured throughout the conference, providing valuable up-to-the-moment context for attendees.

The firm has moved the timing of its annual forecast from the spring to the fall to align with the annual strategic planning season of its clients.

"Shifting the release of our annual forecast to the fall follows the natural budgeting cycle companies go through each year," said Mark Fratrik, chief economist, BIA/Kelsey. "Our clients have told us this information is most valuable at the very beginning of the fall when they are initiating their budget planning for the upcoming year. The five-year forecast will feature an emphasis on the upcoming year to give companies the information they need most, when they need it."

The 2015 forecast, which will be delivered to clients of BIA/Kelsey's advisory services later this month, includes breakouts for mobile, social, interactive/online and video. A "Full Edition" of the forecast will also be published, offering a 360-degree view of the market for all spending on local advertising, covering 12 media segments: newspapers, radio, over-the-air TV, cable TV, out-of-home, direct mail, directories, magazines, online, mobile and social.