TV Up, Radio Down in Borrell 2016 Ad Forecast
Online advertising will help boost local media advertising this year.
That’s according to Borrell Associates.
Overall, Borrell expects local advertising to grow 16.4% to $132 billion in 2016, up from $113 billion in 2015.
State and local political buys could account for more than $5B of this growth.
But the big story is digital growth, which could see 36.5% gains to $65.9B — a $17B rise over 2015.
Linear television platforms could see nearly $20% gains, to $12B, according to the forecast.
Radio, however is a different story, projected to fall 1.2% to $10M.