In Philadelphia, the City of Brotherly Love, digital* media outperformed over-the-air broadcast** in generating revenue in 2015, according to BIA/Kelsey’s new Local Competition Report for the Philadelphia television market (see chart above). Broadcast, which combines over-the-air radio and television, accounted for $855 million in 2015, while digital media accounted for $941 million. Broadcast’s online revenues are included in digital.
Digital revenue is expected to continue exhibiting strong growth, reaching $1.648 billion in 2020, the last year of the projection, compared to $995 million for over-the-air broadcast.
Other traditional media*** revenue is forecast to decline slightly, from $1.989 billion in 2015 to $1.841 billion in 2020.
*Digital includes: Local pure play online, online activities of traditional media companies, Email, Internet Yellow Pages, and Mobile.
**Broadcast OTA includes: Over-the-Air Local Television and Local Radio stations.
***Other Traditional Media includes: Local Cable, Local Magazines, Local Print Newspapers, Local Print Yellow Pages, Direct Mail and Out of Home.
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BIA/Kelsey definition of local advertising: all advertising platforms that provide access to local audiences for national, regional and local marketers.
This is the latest in BIA/Kelsey’s weekly Local Competition Report (LCR) Bytes Series. Pulled from the BIA/Kelsey forecasting database of paid media spending targeting local audiences, LCR Bytes highlight slices of advertising spending in various U.S. markets.
