AdMall Local Advertising Sales Forecast

Local Ad Sales Revenue Gains Seen In '13

Digital and mobile advertising expected to be key drivers of this growth. Email marketing, mobile advertising and online video are also increasing in popularity among local media companies.
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TVNewsCheck,

Nearly 90% of local media sales managers are expecting increases in advertising revenue for 2013 compared to last year, according to the newly released 2013 AdMall Local Advertising Sales Forecast. Twenty-three percent of local media sales managers expect increases in excess of 10%. Only 5.9% are projecting revenue declines, while 4.8% expect advertising sales to be flat.

The AdMall report reveals digital and mobile advertising are expected to be key drivers of this growth. More than 7 of 10 account executives that sell traditional media like newspaper, television or radio now also sell some form of digital advertising. The number of local media salespeople that sell search engine marketing, for example, is up 68.4% from last year and 28.5% from six months ago. Email marketing, mobile advertising and online video are also increasing in popularity among local media companies.

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“The expanding number of digital product offerings, many at lower price points than traditional advertising, means effective time management is critical for today’s media sales teams,” says C. Lee Smith, president-CEO of sales development services. “Achieving growth from online and mobile is contingent upon a refocused go-to market strategy, more efficient sales processes and multi-dimensional training,” Smith adds.

Nearly 70% of media sales managers say that health care will be the hottest advertising category in 2013. The other main sectors of anticipated revenue growth in 2013 are expected to be retail, restaurants and automotive.

Account executives rank competition from other local media (58.9%) and overcoming advertiser churn (50.6%) as their biggest challenges to growing sales in 2013. This reveals the difficulty of trying to bring in enough new business to compensate for revenue declines and lost accounts. These two concerns also rank among the top challenges for sales managers.

“Growing competition and audience fragmentation have made it more difficult to maintain an advertiser base,” says Barry Shawgo, AdMall VP of sales and marketing. “Media outlets in some markets have already crossed the line where it's not possible to sell enough new advertising to offset advertiser churn. We see this as an alarming trend that media companies must address quickly,” Shawgo says.

Brand Connections

Eighty-eight percent of small business owners surveyed in November 2012 by AdMall’s sister firm, Ad-ology Research agreed or strongly agreed with the belief “if you don’t know my business, you can’t know which advertising is right for my business.”

When it comes to the attributes these local advertisers want most in their media rep, “knows my company/line of business” continues to rank first, noted by more than two-thirds of advertisers. More than 45% listed “knows my customers” as an important trait in a media salesperson.

“Now more than ever in today’s competitive sales environment, media account representatives need to be communicating in a consultative manner to their advertisers,” Smith says. “Media proposals must always focus on solutions that are relevant to advertiser and impactful to their customers, rather than pushing a particular product.”

This year, 34.2% of media sales reps report using an iPad or other touchscreen tablet in the field, which is more than twice the number who said they used tablets a year ago.

The full report will be available at the  2013 Key Executives Mega-Conference, Feb. 18-20 in New Orleans, and at the Borrell Associates Local Online Advertising Conference, March 4-5 in New York.

The AdMall 2013 Local Advertising Sales Forecast was conducted in December 2012. The sample size for this survey was 1,181 media sales professionals, including sales managers, account executives and marketing/research managers across all forms of local digital, print and electronic media.

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Ratings

Overnights, adults 18-49 for September 25, 2016
  • 1.
    5.5/18
  • 2.
    2.6/8
  • 3.
    1.2/4
  • 4.
    0.9/3
  • 5.
    0.5/2
  • 6.
    0.2/1
Source: Nielsen

Reviews

  • Rob Owen

    Easily fall’s best broadcast network comedy pilot, NBC’s The Good Place offers a clever high-concept premise that’s complemented with intelligent, sometimes absurdist humor. Created by Michael Schur, co-creator of NBC’s Parks and Recreation, The Good Place is a highly serialized series that’s essentially set in heaven and stars Kristen Bell and Ted Danson. NBC made five episodes of The Good Place available for review, and the show not only holds up, but also it improves, deepening characters that initially feel one-note and frequently leaving viewers guessing with cliffhanger endings to many of the episodes. The combination of snappy dialogue and winning but flawed characters makes The Good Place a great bet for fans of smart TV comedy.

  • Maureen Ryan

    Pitch has swagger, for good reason. It gets the big things right; the Fox drama about the first female baseball player in the Major Leagues is one of the year’s most assured and exciting debuts. But part of what impresses about the pilot is also the way it confidently strings together so many small but telling details. Ginny (Kylie Bunbury) is the first woman to be called up from the minors to the big leagues, and no show since Friday Night Lights has done a better job of portraying the internal and external pressures that weigh heavily on young athletes asked to do much more than merely succeed on the field. Pitch will likely do a good job of getting viewers to root for it. The hope is that the show won’t be an impressive, short-lived curiosity, but rather a long-term phenomenon.

  • Kevin Fallon

    In a fall TV season that’s already making a splash for championing diverse, distinctive voices in an array of projects that they created, wrote, and starred in, Better Things on FX stands out. The show is created by, written by, and starsPamela Adlon. She plays Sam Fox, the single mother of three daughters modeled after her own reality-show-ready experience raising three girls in Los Angeles following a divorce. Sam is also, like Adlon, a working actress — on shows both raunchy, a la Californication, and animated for children, like her role on Recess. It’s a refreshingly blunt take on single motherhood without sacrificing the warmth of parental love, portraying the dance between selfishness and selflessness that’s at the heart of being a parent — especially one weathering the hormonal fireworks of a household of four women at different ages.

  • David Wiegand

    The fall TV season doesn’t count as much as it used to — we already know that. But no matter how many retreads the broadcast networks throw at viewers in the next few months, this fall will be memorable because of the premiere of Atlanta on Tuesday, Sept. 6, on FX. The half-hour comedy created by and starring Donald Glover (Community), simply and brilliantly recalibrates our expectations of what a TV comedy is and how black lives are portrayed on the medium.

  • Louisa Ada Seltzer

    The second reboot of the 1980s John Candy movie Uncle Buck, bumped by ABC from midseason, has the same tired jokes you'll find on any second-rate sitcom. Too bad, because Mike Epps is appealing and ABC would be wise to keep him around for future shows, but there’s just not enough to this show to suggest it will last past summer. It also airs against NBC’s America’s Got Talent, summer’s No. 1 program on broadcast, which may make it even harder to find an audience.

  • Neil Genzlinger

    Bryan Cranston brings his Tony Award-winning interpretation of President Lyndon B. Johnson to television in an adaptation of the Robert Schenkkan play All the Way, and it’s still quite a sight to behold, just as it was on Broadway in 2014. Nothing beats witnessing this kind of larger-than-life portrayal onstage, of course. But the television version, presented by HBO, offers plenty of rewards, allowing Cranston to work the close-ups and liberating him from the confines of a theater set. Cranston’s performance is a gem — in his hands, this accidental president comes across as an amazing bundle of contradictions, someone who seems at once too vulgar for the job and just right for it.

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