BIA/Kelsey expects online/digital to make up 25% of local ad market

Tuesday, July 17, 2012 - 12:00pm

BIA/Kelsey expects a 11.7% compound annual growth rate (CAGR) for radio's local online revenue in the 2011-2016 period. While television's local online revenue will grow a little more quickly (almost 13% CAGR), both trounce newspaper's (5%).

The firm also expects local ad revenues in the "online/interactive/digital" category to grow more than 13% this year, pushing the digital category past the 25% mark in the local ad market.

Probably not surprisingly, the "star" categories in BIA/Kelsey's new "U.S. Local Media Forecast (2011-2016)" are mobile, social media, and online video. The analysts expect the local mobile search segment to grow 77% this year, local online video about 52%, and social media 26%.

A summary of the report is here; purchase the full report here.

BIA/Kelsey expects big increase in local mobile and online ad spending

Thursday, May 17, 2012 - 11:35am

BIA/Kelsey's Media Ad View predicts marketers will nearly double their local mobile and online ad spending in the next five years -- from $11.1 billion last year, to $21.8.

The Media Ad View assesses 12 media, 12 ad categories, and nearly 100 business categories to track local ad spending for every local market. Local media advertising is defined as advertising placed on local media outlets, including national, regional and local ads on radio stations, television stations and newspapers.

The technology/telecom category alone, according to the analyst, will increase its local spend by $2.9 billion, to $5.1 billion, by 2016 (an increase of over 80%). Look for growth from retail, automotive, and health care too, says BIA/Kelsey.

Read the BIA/Kelsey press release for its Media Ad View here.

Media analyst predicts continued steady growth for local radio, TV in 2012

Friday, March 16, 2012 - 12:00pm

BIA/Kelsey says today that local radio 2011 online revenue was up more than 15%, to $439 million (for comparison, local television's online revenues grew even more). And they're predicting "a steady year of online growth" for local radio and television alike.

The data will appear in BIA/Kelsey's new Investing In Television and Investing In Radio publications. BIA/Kelsey credits local media's "assets" ("from valuable local content, to cross-promotional opportunities between on and off-air, and a trained sales staff that understands the local market and the advertiser community") which enable stations to "expand their position in their local markets from solely an over-the-air media source to a local media company that can provide access to local audiences in different, effective ways for their advertiser clients."

Read the company's press release here.

BIA/Kelsey expects radio's online/digital revenues to grow from $479 million this year to $758 million by 2015

Wednesday, November 30, 2011 - 12:35pm

BIA/Kelsey growth forecastBIA/Kelsey says radio will finish 2011 with $479 million in online/digital revenues, up 15% from $405 million in 2010. The firm's five-year outlook, published in its Investing in Radio Market Report has that segment reaching $758 million by 2015, a 13.4% compound annual growth rate. [You can click the image of the chart to link to a larger, easier-to-read version.]

Among the specific opportunities powering online/digital growth for radio, according to BIA/Kelsey: local "deals" (think Groupon or Living Social).

The Investing in Radio Market Report profiles each of the 282 Arbitron-rated markets "with historic and projected market demographic and financial statistics... (including) estimated advertising revenues, technical data, ownership and acquisition information, and more for every market." This includes individual market-level online advertising revenue estimates based on BIA/Kelsey’s work with broadcasters and industry resources.

Read the press release here. Audio4cast reports on this story as well, here.

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