2025年本地数字媒体年度报告基准（英）

Annual Analysis of Local Digital Sales Initiatives, Including Full Listof Obtainable Digital Revenue for 513 U.S. Markets for 2024 and 2025 $1,395 Contents Background & Methodology...........................................................................................04 Executive Summary.......................................................................................................05 Chapter 1: Tracking the Transition to Digital and Varying Success Rates............................06 Figure 1.1: Reversal of Fortunes: How 3 Economic Triggers Over 25 Years Changes Advertising Shares.....06Figure 1.2: Slow, Steady Growth: U.S. Local Digital Advertising Expenditures, 2018-2028.........................07Figure 1.3: Search, Banners, & OTT Dominate: U.S. Local Digital Advertising by Format, 2020-2028..........08Figure 1.4: Local Media Cos. Have Been Growing Digital Market Share Since 2020..................................09Figure 1.5: How Digital Ad Revenue Contributed to Local Print, Broadcast, & Cable Media in 2024...........10Figure 1.6: Digital’s Contribution to Total Ad Revenue for 21 Publicly Held U.S. & Canadian Media Cos....11Figure 1.7: Core + Digital Ad Revenue Trends for Newspapers, TV, Radio, & Cable Cos., 2022-2025..........12Figure 1.8: Pureplay Dominance: 2024 U.S. Digital Advertising Revenue for 47 Companies......................13Figure 1.9: 2024 U.S. Digital Ad Revenue Growth Rates for Select Companies..........................................14Figure 1.10: The Pureplay Advantage: Heavy R&D Investment as % of Total Revenue, 2022-2024..............15 Principal AuthorGordon BorrellFounder Chapter 2: The Changing Face of Local Businesses, and Their Marketing Needs..................16Figure 2.1: Influx of New Business: Number of Business Applications in the U.S., 2014-2024...................16 Figure 2.2: Growing Ranks of SMBs: Number of Small Businesses in the U.S., 2020-2024........................17Figure 2.3: Good Sign for Traditional Media: Newer Businesses Are More Inclined to Favor Them...........18Figure 2.4: Another Good Sign: Effectiveness Ratings Have Risen for Traditional Forms of Advertising......19Figure 2.5: Influx of New Decisionmakers: Postings for Marketing Jobs in the U.S., 2020-2024.................20Figure 2.6: The Changing Profile of Local Ad Buyers: Marketing Expertise in 2019 vs. 2024.......................21Figure 2.7: A Need for Training: Fewer Ad Buyers Think Media Reps Possess High Marketing Skills..........22Figure 2.8: Slipping Digital Skills: Fewer Think Media Reps Possess Strong Digital Savvy...........................23Figure 2.9: Identifying Demand: What Types of Marketing Local Advertisers Are Favoring.........................24 Borrell Associates TeamGordon Borrell,FounderGborrell@borrellassociates.com Jim Brown,PresidentJBrown@borrellassociates.com Corey Elliott,Executive Vice PresidentCElliott@borrellassociates.com Chapter 3: Benchmarking: How Much Revenue Can Local Media Companies Expect?...........25 Figure 3.1: Average Digital Revenue by Type of Media Entity, 2020-2024..................................................25Figure 3.2: Share of Obtainable Digital Revenue for 2,557 Local Media Entities, 2024..............................26Figure 3.3: Top 10 U.S. Markets Expecting Biggest Increase in Digital Advertising in 2025.........................27Figure 3.4: Bottom 10 U.S. Markets Expecting Biggest Decline in Digital Advertising in 2025.....................27Figure 3.5: Local TV Industry Digital Ad Revenue & Growth Rates, 2020-2025............................................28Figure 3.6: Stats for Local TV Advertisers: Bought in 2024, Plans for 2025.................................................29Figure 3.7: TV Advertisers More Likely to Be Increasing CTV/OTT, SEM, & Banners....................................30Figure 3.8: Average, Median, & Best-Practice Digital Revenue for TV Stations, 2024..................................31Figure 3.9: Average, Median, & Best-Practice Share of Obtainable Revenue for TV Stations, 2024.............31Figure 3.10: Share of In-Market Obtainable Digital Revenue for 671* TV Stations, 2024...........................32Figure 3.11: Local Radio Industry Digital Ad Revenue & Growth Rates, 2020-2025....................................33Figure 3.12: Stats for Local Radio Advertisers: Bought in 2024, Plans for 2025..........................................34Figure 3.13: Radio Advertisers More Likely to Be Increasing Social, Banners, & Streaming Audio..............35Figure 3.14: Average, Median, & Best-Practice Digital Revenue for Radio Market Clusters, 2024...............36Figure 3.15: Average, Median, & Best-Practice Share of Obtainable Revenue for Radio Clusters, 2024.....36Figure 3.16: Share of In-Market Obtainable Digital Revenue for 822 Radio Market Clusters, 2024............37Figure 3.17: Local Cable Industry Digital Ad Revenue & Growth Rates, 2020-2025....................................38Figure 3.18: Stat