Borrell Associates has recast its 2014 and 2015 local advertising forecast, painting a rosy picture overall but a fairly bleak one for traditional media. Earlier forecasts by Borrell have shown mixed levels of growth or decline for expenditures on print and broadcast media.

1. Tomorrow’s Media, Understood Today
www.BorrellAssociates.com
2014 and 2015
U.S. Local Advertising
Forecasts
Issued: September 2014

2. Local Advertising
Expenditures Will Be Up
9.7% in 2014, Reaching
$104 Billion
+9.7%
From
2013
© Borrell Inc., 2014. All rights reserved
Issued: September 2014

3. 2014 Local Ad Forecast
© Borrell Inc., 2014. All rights reserved
2
LOCAL
Data on individual markets can be found at www.adspending.com
Online gets
largest share.
Issued: September 2014

4. Our Forecast:
Local Grows 13%
in 2015, reaching
$117 Billion +13.0%
From
2013
© Borrell Inc., 2014. All rights reserved
Issued: September 2014

5. 2015 Local Ad Forecast
© Borrell Inc., 2014. All rights reserved
4
LOCAL
Data on individual markets can be found at www.adspending.com
Online
absorbs even
more share.
Issued: September 2014

6. The True Impact of Digital on a
Local Level in 2015
© Borrell Inc., 2014. All rights reserved
5
LOCAL
Data on individual markets can be found at www.adspending.com
Issued: September 2014

7. Changes from 2014 to 2015
9/3/2014 6
© Borrell Inc., 2014. All rights reserved
LOCAL
All traditional
media (except
radio) decline.

8. Local Traditional Media as a Whole
Takes a Hit in 2015
© Borrell Inc., 2014. All rights reserved
7
LOCAL
Data on individual markets can be found at www.adspending.com
Issued: September 2014

9. © Borrell Inc., 2014. All rights reserved
So . . .
What’s Happening In
YOUR MARKET?
Issued: September 2014
Find out:
www.adspending.com