BIA/Kelsey: Small/Medium Businesses To Spend More Than $50 Billion On Local Media By 2015
September 3, 2014

In a preview of its forthcoming U.S. Local Media Forecast 2015, BIA/Kelsey estimates spending on local media by small to medium-sized businesses (SMBs) will reach $50.4 billion in 2015, representing 35.8 percent of total local media spending. SMBs will allocate $37.7 billion of their local media spend to traditional media and $12.4 billion to digital.

SMB spending on local media is on par with that of national brands, which will spend $50.5 billion on local media in 2015, representing 35.9 percent of total local media spending. An additional $39.8 billion in local media spending will come from local brands that are not SMBs. According to BIA/Kelsey's data; each of these local advertiser segments—SMBs, national brands, and non-SMB local business—will increase their local media spend by double-digit percentages over the course of the forecast period.

BIA/Kelsey will issue its 2015 forecast on Day 1 of its upcoming "Leading In Local: SMB Digital Marketing" conference, which takes place September 22-24 in New Orleans. The firm has moved the timing of its annual forecast from the spring to the fall to align with the annual strategic planning season of its clients.

"Shifting the release of our annual forecast to the fall follows the natural budgeting cycle companies go through each year," said Mark Fratrik, Chief Economist for BIA/Kelsey. "Our clients have told us this information is most valuable at the very beginning of the fall when they are initiating their budget planning for the upcoming year. The five-year forecast will feature an emphasis on the upcoming year to give companies the information they need most, when they need it."

The 2015 forecast, which will be delivered to BIA/Kelsey’s clients later this month, includes breakouts for mobile, social, interactive/online and video. A "Full Edition" of the forecast will also be published, offering a 360-degree view of the market for all spending on local advertising, covering 12 media segments: newspapers, radio, over-the-air TV, cable TV, out-of-home, direct mail, directories, magazines, online, mobile and social. For more information about "Leading In Local: SMB Digital Marketing," including the complete agenda, list of speakers and online registration, visit

Breaking News
CBS Radio Signs Michael Martin To Multi-Year Contract Renewal
SportsRadio 94WIP/Philly Adds Joe Decamra & Jon Ritchie To Middays
October 19, 2016
Frankie C Extends Agreement With KZHT/Salt Lake City
Voncile Anderson Named Beasley Director/NTR Sales In Tampa Bay
In Brief - October 19, 2016
October 18, 2016
Rob Stringer Promoted To CEO Of Sony Music Entertainment
iHeartMedia St. Louis Announces The Debut Of The New Alt 104.9
Entercom Agrees To Acquire Four Radio Stations In Charlotte From Beasley Broadcast Group
Ebro Returns To Portland
Townsquare Media Names John Roberts OM For Tyler-Longview, Texas
Jacobs Media & PRPD’s 8th Annual Public Radio Tech Survey Released
In Brief - October 18, 2016
October 17, 2016
WFLZ/Tampa Names Kruz Program Director
Republic Records Promotes Wendy Goldstein To Executive Vice President
Alpha Media Mankato Names Bob Rose Market Manager
Corey B. Joins WBBM-FM (B96)/Chicago As New Night Host
October 14, 2016
Race Taylor Re-Ups With WPLJ/New York
Andrew Berger Named Imaging Director For KPWR/Los Angeles
October 13, 2016
iHeartMedia Chicago Names New Night Show Hosts
Emmis Announces Agreement to Sell Texas Monthly
Alpha Media Supports Hurricane Matthew Recovery Relief
KFM-BFM Adds Robin Roth To Roster
October 12, 2016
iHeartMedia Connecticut Names Jagger PD of WKSS & WKCI
Emmis Reaches Agreement To Sell Terre Haute Radio Stations
Music News
Kings of Leon Earn First #1 Album
Quick Hits: Radiohead, Frank Ocean, A$AP Ferg
"Crash" Into Against Me!
Maroon 5 Closes The Top 40 and Hot AC Radio Panels Upon Impact
Jordan Fisher Will Make His Broadway Debut In Hamilton On November 22
Quick Hits: Kanye West, Eminem, Bruno Mars, Gwen Stefani
Pearl Jam, 2Pac & Depeche Mode Lead 2017 Rock Hall Nominees
Green Day Tops Billboard 200 For Their Third Time
Quick Hits: Liam Payne, Rock & Roll Hall Of Fame, Mother Love Bone
Quick Hits: Kings Of Leon, Elton John, Roger Waters
Maroon 5 Debuts New Single Featuring Kendrick Lamar
Louise Goffin To Perform Surprise Concert
Quick Hits: Drake, Depeche Mode
Drake Earns Record-Setting 13 American Music Award Nominations
Solange's A Seat at the Table Is Her First #1 Album

Jon Zellner
EVP/Programming Operations

          Question Of
           The Week

FMQB Member Login

Not a member yet?
Sign up Now!
Sign Up for Breaking News!
Enter FMQB E-Tracking!