Borrell Associates' report highlights a significant shift in the advertising industry, showing that local digital advertising exceeded $100 billion in 2024, representing 70% of local ad spending. This marks a reversal of the 1990s when print dominated. Traditional media outlets benefit from digital revenues, with newspapers earning more than half of their ad revenue from digital platforms. However, tech giants like Google and Meta continue to grow rapidly and invest significantly in R&D, leaving local competitors at a disadvantage. The accompanying graph illustrates this transition in market dynamics over two decades.
Borrell states, noting that it topped $100 billion at that point, and accounted for about 70% of all local ad spending.
Digital now supplies a meaningful lift to legacy outlets: for many newspapers it is more than half of ad revenue.
The competitive gap remains wide. Google, Meta, and other pure-plays not only dwarf local players in revenue.
Borrell has crafted one whose timeline ranges from the bursting of the dot-com bubble (year 2000) to the present.
Collection
[
|
...
]