Spending by SMBs on local media to exceed $50 billion in 2015

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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.

As indicated, 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 this 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 Sept. 22-24, in New Orleans. Forecast data and insights will be featured throughout the conference, providing up-to-the-moment context for attendees.

BIA/Kelsey, advertising forecast
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