BIA/Kelsey: SMB’s Local Media Spend to Exceed $50 Billion in 2015


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CHANTILLY, VA. – In a preview of its 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. This 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 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 one of its “Leading in Local: SMB Digital Marketing” conference, slated for Sept. 22-24, in New Orleans. The firm has moved the timing of its annual forecast from the spring to the fall to align with its clients’ strategic planning season.

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.



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