Many years from now, advertising and marketing historians may look back to 2017 as the year when the dynamics of local advertising changed. As of today, local businesses are investing more of their marketing dollars in digital media than in community-based print and traditional broadcast media.
That’s not to say broadcast TV, cable TV and AM and FM radio aren’t benefiting from this shift. On the contrary, some broadcast media companies are seeing a big ad-dollar boost from digital. The 2017 update to the annual Borrell Associates report “Benchmarking Local Media’ Digital Revenues” dives into how important the role traditional media has played in driving the digital train.
How did big radio and TV companies fare?