Broadcast TV continues as second largest local advertising medium (after direct mail) with 13.8% of predicted $151.2 billion in total local ad spend. Next is mobile at $19 billion or 13%. The total is up 5.2% from this year, the largest annual increase in five years.
U.S. advertising market revenue in the third quarter of 2017 and for the month of September was virtually flat with the respective periods of a year ago. Digital media remains the main positive driver — gaining 11% in the third quarter and 5% in September.
Unfavorable comparisons to the Summer Olympics last year may be behind the August slide, but the good news is that U.S. advertising is still up 2.4% for the year-to-date according to Standard Media Index.