2025年美国本地数字媒体报告（英）

Annual Analysis of Local Digital Sales Initiatives, Including Full List of Obtainable Digital Revenue for 513 U.S. Markets for 2024 and 2025$1,395BORRELL ASSOCIATES2025 Annual ReportBenchmarking Local Digital MediaRELEASED: MAY 15, 20252Background & Methodology ...........................................................................................04Executive Summary .......................................................................................................05Chapter 1: Tracking the Transition to Digital and Varying Success Rates ............................06Figure 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 .............. 15Chapter 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 ................... 16Figure 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 ......................... 24Chapter 3: Benchmarking: How Much Revenue Can Local Media Companies Expect? ...........25Figure 3.1: Average Digital Revenue by Type of Media Entity, 2020-2024 ..............................