Local TV No. 2 Source of Ads at 13% of Local Ad Market in 2018, With No. 3 Mobile to Rise, Says BIA/Kelsey
Local TV will have the second-largest share of national local advertising revenue​ in 2018, said BIA/Kelsey in a news release on its forecast. Direct mail will be the largest share at 25 percent of the projected $151 billion market, but…
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local TV will have 14 percent, or $20.8 billion, with mobile No. 3 at $19 billion. "The strong economy and the expectation of highly-competitive statewide political races next year reinforce our outlook that local advertising revenue will show strong growth in 2018 ... higher than we've seen for five years," said Mark Fratrik, chief economist. Local TV will continue to be the biggest component of the local video ad market, the firm said. “Revenue growth within the total local video advertising segment will come from local mobile video (growing to more than $1 billion) and local online video (increasing to more than $2 billion).” For the mobile ad market, geofencing, click-to-call and click-to-map and such will grow, with the category expanding more than 6 points to 19.2 percent by 2022, BIA said.