Source: BIA/Kelsey
Notes: National advertisers are projected to increase their spending on local media advertising by almost 9% this year, to $54.4 billion, representing 39.4% of total local media advertising dollars. By 2018, though, national advertisers’ share of local media spending will have grown to 43.4% as their expenditures jump to $68.9 billion, a 6.5% compound annual growth rate from the 2013 total ($50.2 billion). BIA/Kelsey expects mobile to be a key growth driver, with national advertisers representing 70% of all mobile ad spend in 2018. (more…)