Local advertising in the U.S. will increase 7.6% in 2018, up from 0.4% in 2017, according to new data from Borrell Associates.
Estimates for 2018 U.S. local ad expenditures highlight billboards as one of the only traditional media to show growth in the coming year as the sector moves toward digital, Gordon Borrell, founder of Borrell Associates, said during a webinar Wednesday.
Compared with 2017, rising sectors in 2018 include telemarketing at 1.4%, out-of-home, 2.8%, local TV, 14.6%, and online, 16.8%.
Directories will fall by 10.1% in 2018 compared with the prior year. Newspapers will fall 10.3%; while other print will decline 7%; radio, 3.0%; direct mail, 2.8%; cable TV, 2%; and cinema remaining flat.
The study, conducted between April and July 2017, analyzed responses from 3,511 respondents. About 22% of advertisers participating in the study consider themselves master marketers; 56%, novice marketers; 35%, apprentices; and 7%, practitioners.