TV Up, Radio Down in Borrell 2016 Ad Forecast


BorrellOnline advertising will help boost local media advertising this year.

That’s according to Borrell Associates.

Overall, Borrell expects local advertising to grow 16.4% to $132 billion in 2016, up from $113 billion in 2015.

State and local political buys could account for more than $5B of this growth.

But the big story is digital growth, which could see 36.5% gains to $65.9B — a $17B rise over 2015.

Linear television platforms could see nearly $20% gains, to $12B, according to the forecast.

Radio, however is a different story, projected to fall 1.2% to $10M.