Local media revenues are expected to increase from $133.2 billion last year to $158.6 billion in 2018, according to a recent forecast from BIA/Kelsey. Now, new figures from the researchers show how the revenue breakdown of those totals will shift during the forecast period. Not surprisingly, digital media will capture a greater share of spend at the expense of traditional channels. However, direct mail is slated to remain the single largest medium.
Last year, BIA/Kelsey estimates that slightly more than one-fifth (20.9%) of local media revenues were digital. By 2018, digital media should account for almost exactly one-third (33.2%) of revenues as the compound annual growth rate (CAGR) of 0.1% attributed to traditional media will trail the overall average of 3.6%. Read the rest at MarketingCharts.