| US Local Ad Spending Forecast (US$ Billions) |
| |
Digital media |
Traditional media |
| Year |
Spend |
Share (%) |
Spend |
Share (%) |
| 2008 |
14.0
|
9.0
|
141.3
|
91.0
|
| 2009 |
16.3
|
11.5
|
125.1
|
88.5
|
| 2010 |
18.9
|
13.9
|
116.9
|
86.1
|
| 2011 |
22.9
|
16.7
|
114.0
|
83.3
|
| 2012 |
27.2
|
19.3
|
80.7
|
113.6
|
| 2013 |
32.1
|
22.2
|
77.8
|
112.4
|
| Source: Kelsey Group (Mktg Charts), February 2009 |
The Kelsey Group of BIA Advisory Services forecasts a reduction in local advertising spending in the U.S. through 2013. BIA/Kelsey defines local advertising as ad spending by small and medium-sized businesses, national advertisers and regional advertisers making local buys. In 2008, such spending was $155.3 billion, and it is expected to be only $144.4 billion in 2013. Spending for digital advertising is expected to increase, while spending for traditional media is expected to experience a severe decline from $141.3 billion in 2008 to $77.8 billion in 2013.