The latest in a series of insights offered by Borrell Associates suggests that, for some 1,130 local ad buyers, the vast majority plan to spend the same in 2025 as they did last year. For those spending more, however, radio isn’t in the mix, nor is broadcast TV.
As shown in the below chart, some 72% of respondents are leaving the dollars pretty much the same as they were last year.
Some 8% say they’re clipping their budgets, yet 20% say they will increase their local ad spending. Where are those dollars going to go?
The “increasers” by far are choosing social and digital channels.
Radio merits 8% of the “increasers”, while broadcast TV is at 5%.
Second-to-last is Cable TV, showing that local ad insertion business for MVPDs is struggling as much as that for printed directories.
