Chantilly, Va. – Though local advertising is expected to
grow at only a modest rate over the next five years, the amount spent online is
expected to more than double, according to a new survey by BIA/Kelsey.
forecasts that spending on traditional media will decline from $115 billion to
$108.2 billion by 2014.
At the same time, however, spending on interactive
media is projected to grow from $15.2 billion to $36.7 billion.
improvements in the overall economy, we do not anticipate a rapid recovery
among traditional media over the forecast period, because we believe the
structural change in the local media industry has accelerated," said Neal
Polachek, the president of BIA/Kelsey.
Total local ad spending is expected to
increase just 2.2% annually during the period, hurt by larger than previously
forecast declines in newspapers and direct mail.