BIA/Kelsey has just released Media Ad View Plus. For those unfamiliar, it builds on our forecast data (example) among other sources, to calculate local media ad spending by category across U.S. ad markets.
The starting point is the $132.5 billion U.S. local ad market, growing to $148.8 billion by 2017. The digital portion of that end point will be $41.1 billion, and the data fan out into myriad other breakdowns.
To start to dive into all of the possible segmentations of 12 media categories, 12 advertiser categories, 94 business categories and 362 geographic areas (CBSAs), here are a few examples and high level takeaways.
— Online local advertising exceeds $1 billion in 2012 for six different advertising categories. Top two: technology ($2.1B), retail ($1.8B).
— Online and mobile are top growing ad channels. By 2017: real estate will increase its online ad spend to an astonishing 40.8%.
— Automotive dealers will focus on video, spending 11.4% of their $2.4 billion online ad budget on video display.
— Quick service restaurants will increase online spending from $434.4 million to $618.6 million.
— Financial/insurance will to grow mobile spend from 1.6% in 2012 to 9.8% in 2017.
— Direct mail dominates ad spend by local retail advertising, garnering over 43% of total retail advertising in 2012.
— Print Yellow Pages dominate the local general services advertising category, generating almost $3.8 billion from the vertical in 2012.
— Local radio advertising is diverse, generating over 10% of its advertising from five different verticals: retail (18%), financial/insurance (17%), restaurants (14.5%), automotive (14%) and technology (10%).
— Despite declines in newspaper circulation, local advertising on newspaper was $22.5 billion in 2012, representing 17.1% of total advertising and second only to direct mail.
— Television still dominates the local automotive advertising vertical, as well as the local government/political/religion (“GPR”) vertical.
To illustrate a few of these points, here’s a nationwide look at spending within the Real Estate vertical. A few notable trends emerge such as the aforementioned online spend growing to 40.8%.
Mobile also shows some impressive growth, growing from a 1% share of local ad spending to 12.8%. That outpaces the national average which will grow from .9% to 6.1% during the same period.
Segmenting by geo also offers an interesting glimpse. Sticking with the mobile theme above, mobile local ad spending growth in Austin TX stays consistent with the national average (though slightly higher).
Combining all of these geo, vertical and media type variables is where things start to get interesting and a lot more voluminous. Or, to quote Chip Douglas, the Cable Guy, “The permutations are incalculable.”
Notable trends buried within all the possible breakdowns will be subject matter we’ll continue to unpack here on a semi-weekly basis. Meanwhile, lots more information on MAV+ is available on its landing page.