Using a definition of the local media marketplace as “all local media/services that provide access to local audiences,”BIA/Kelsey estimates total advertising spending on local media this year to be $132.7 billion, per data included in a newly-released study. Traditional media channels continue to dominate local advertising spend, per this definition, with direct mail (27.2%), newspapers (16.1%), TV (14.9%), and radio (11.5%) alone accounting for an estimated 7 of every 10 dollars spent accessing local audiences.
Beyond those top 4 traditional media lies the rising online/interactive (8.6%) segment, followed by out-of-home (5.8%), cable (5.4%) and Yellow Pages (5.1%). Magazines (2.4% share) are getting a small slice of the pie, as is mobile (1.7%) – for the time being. Read the rest at MarketingCharts.