BIA/Kelsey is estimating that spending on local media by SMBs will reach $50.4 billion in 2015 at 35.8% of total local media spending. SMBs, it says, will allocate $37.7 billion of their local media spend to traditional media and $12.4 billion to digital.
According to the firm, national brands will spend $50.5 billion on local media in 2015, and will make up 35.9% of total local media spending. An additional $39.8 billion in local media spending will come from local brands that aren’t SMBs, it says.
SMBs, national brands, and non-SMB local businesses will each increase their local media spend by double-digit percentages, the report says.
BIA/Kelsey intends to present its findings later this month, offering the full edition of its forecast, which will cover twelve media segments, including: newspapers, radio, over-the-air TV, cable TV, out-of-home, direct mail, directories, magazines, online, mobile and social.
It will issue the forecast on the first day of the Leading in Local: SMB Digital Marketing conference, which starts on September 22nd. The timing for the annual forecast has been moved from the spring to the fall.
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