Chart - American Local vs. National Social Media Ad Spending, 2012-2016

US social media ad spending will reach $9.2 billion in 2016, forecasts BIA/Kelsey in its US Local Social Media Forecast for 2012-2016, released November 2012. That figure is up from an estimated $4.6 billion in spending this year, and represents a compound annual growth rate (CAGR) of 19.2%. Still, the forecast is a downgrade from one released in May, which saw social media ad spending hitting $9.8 billion in 2016.

This latest forecast again sees the local segment of social media ad revenues growing faster than the national segment. Specifically, local social spending will grow from $1.1 billion in 2012 to $2.95 billion in 2016 for a CAGR of 28%. National spending will grow from $3.47 billion to $6.26 billion. So, while roughly three-quarters of social media spend this year is estimated to be national, that share is predicted to drop to about 68% by 2016. Read the rest at MarketingCharts.