Retail Ad Spending in Local Markets to Exceed $26.8B Nationwide in 2013, According to BIA/Kelsey's Media Ad View Reports

Local media companies leverage Media Ad View reports during the fall budgeting season to create strategies for increasing their share of the local advertising pie in the year ahead

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BIA/Kelsey

Sep 12, 2012, 10:49 ET

CHANTILLY, Va., Sept. 12, 2012 /PRNewswire/ -- According to BIA/Kelsey's Media Ad View reports, retail spending on local advertising will exceed $26.8 billion nationwide in 2013, $4.2 billion of which will be spent on online media. Rounding out the top five business categories spending on local advertising across the country in 2013 are automotive, general services*, restaurants and financial/insurance. Media Ad View estimates for total local media spending and digital local media spending in 2013 for each of these categories are as follows:

Automotive: $16.9 billion total; $2.7 billion online
General Services: $15.3 billion total; $3.1 billion online
Restaurants: $14.0 billion total; $2.3 billion online
Financial/Insurance: $13.9 billion total; $2.7 billion online

"The migration to digital media is growing in local markets across the country, with a number of business categories leading the way," said Mark Fratrik, vice president and chief economist, BIA/Kelsey, adviser to companies in the local media space. "Within the online segment, video display is seeing some of the greatest gains, with the top five business categories expected to account for an increase of $232 million in local spending nationwide in 2013 alone."

BIA/Kelsey Media Ad View reports provide a detailed picture by advertiser category of trends and competitive market intelligence across the entire local advertising spectrum. The reports are utilized by local media companies during budgeting season and throughout the year for developing strategies to increase their share of the local advertising pie.

"The information BIA/Kelsey supplies us through Media Ad View continues to be vital to our budgeting and planning," said Wayne Daugherty, executive VP and COO, Raycom Media. "We now have a more complete picture of advertising spending in our markets on all available media. The information helps us identify trends and, most importantly, revenue opportunities that may have been difficult to track prior to having all this information in one place."

With Media Ad View's detailed information across media, ad categories and business categories on a local market basis, local media companies can pinpoint target areas for growth and plan for any possibility of declines in 2013.

A complete list of the media and business categories tracked by Media Ad View is available online at www.biakelsey.com/mav/report_categories.asp.

* General services include legal, accounting, home/trade contractors and other smaller categories.

About Media Ad View Reports
Covering 12 media, 12 ad categories and 94 detailed business categories, BIA/Kelsey's Media Ad View reports track local advertising spending by media for the most recent year and five years out (2011-2016) for every local market. Markets are organized by the 362 Core Based Statistical Areas (CBSAs) or TV/Radio markets. The reports also examine the distribution of online ad share by segment (e.g., classified/verticals, search, video display and other display) to reveal the actual dollars being spent on online advertising in a local market by the most important business categories. For more information on BIA/Kelsey's Media Ad View reports, visit www.biakelsey.com/MAV, call (800) 331-5086 or email [email protected].

About BIA/Kelsey
BIA/Kelsey advises companies in the local media space through consulting and valuation services, research, Continuous Advisory Services and conferences. Since 1983 BIA/Kelsey has been a resource to the media, mobile advertising, telecommunications, Yellow Pages and electronic directory markets, as well as to government agencies, law firms and investment companies looking to understand trends and revenue drivers. BIA/Kelsey's annual conferences draw executives from across industries seeking expert guidance on how companies are finding innovative ways to grow. Additional information is available at http://www.biakelsey.com, on the company's Local Media Watch blog, Twitter (http://twitter.com/BIAKelsey) and Facebook (http://www.facebook.com/biakelsey).

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SOURCE BIA/Kelsey