Study: Local ads continue decline, rebound two years away

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Chantilly, Va.—The local advertising market will continue to decline this year, with no meaningful recovery expected until 2012, according to a report from media research company BIA/Kelsey.

The company forecast that local advertising expenditures will total about $128.9 billion this year, down from $130.2 billion in 2009, and with virtually no change projected for 2011.

The company predicted an increase in local ad spending of 3% annually from 2012 through 2014, when local ad expenditures are projected to reach $144.9 billion. That would still be below the $156.3 billion logged in 2008.

BIA/Kelsey’s report also pointed out the ongoing shift into local digital channels, which are expected to grow from 14% of all local advertising this year to 25% by 2014.

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