| Last year $12.6 billion was spent in online advertising by local advertisers. Sales were dominated by pure-play Internet companies with no ties to legacy media However, for the first time since we began tracking local shares in 2001, pure-play companies lost ground. It’s all outlined here in our 7th annual revenue survey of over 6,000 local Web sites.
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- Introduction
- Executive Summary
- Key Statistics from this report
- CHAPTER 1 - The Local Online Advertising Landscape
- Fig.1.1: Local Online Advertising Continues to Grow, but Headed for Slowdown
- Fig.1.2: How $12.7 Billion in Local Online Advertising Was Shared in 2008
- Fig.1.3: Yellow Pages Dominate the Conversion to “Multimedia” Revenues
- Fig.1.4: Legacy Local Media Outpaced Local Pure-Plays in Revenue Growth
- CHAPTER 2 - Local Pure-Plays: Small but (Very) Aggressive
- Fig.2.1: Legacy Local Media Outpaced Local Pure-Plays in Revenue Growth
- Fig.2.2: AutoTrader.com: What Auto Advertising Downturn?
- Fig.2.3: Local.com’s Offering
- Fig.2.4: Local.com Revenue Growth
- CHAPTER 3 - Bechmarking Newspaper Web Sites
- Fig.3.1: Local Newspaper Web Revenues, 2002 Through 2009
- Fig.3.2: SouthSound.com-Example of an Ad-Centric Local Site
- Fig.3.3: Dependence on 3 “Classifed Advertising” Categories Remains High for Newspaper Web Sites
- Fig.3.4: Online Revenue per Unit of Print Circulation for Newspaper Web Sites
- Fig.3.5: Benchmarking: Newspaper Sites’ Share of Local Online Adv. by Market Size, 2008
- Fig.3.6: Scattergram: Newspaper Sites’ Share of Local Online Advertising by Market Size, 2008
- CHAPTER 4 - Bechmarking TV Web Sites
- Fig.4.1: Local TV Web Revenues, 2002 Through 2009
- Fig.4.2: Sources of Online Revenue for Broadcast TV Stations, by Format
- Fig.4.3: A TV Site Beat the Major Daily Newspaper in “In-Market” Unique Visitors in 22 Markets
- Fig.4.4: 2008 TV Web Revenue Per TV Household and Per Station, By Market Size
- Fig.4.5: Benchmarking: TV Site Share of Local Online Adv. by Market Size, 2008
- Fig.4.6: Scattergram: TV Sites’ Share Of Local Online Advertising by Market Size, 2008
- CHAPTER 5 - Bechmarking Radio Web Sites
- Fig.5.1: Local Radio Web Revenues, 2002 through 2009
- Fig.5.2: Benchmarking: 2008 Radio Web Revenue Per Station, by Market Size
- Fig.5.3: Scattergram: Radio Clusters‘ Total Online Advertising Revenue by Market Size, 2008
- Fig.5.4: Benchmarking: Share of 2008 Local Online Adv. for Radio Clusters, by Market Size
- Fig.5.5: Scattergram: Radio Clusters’ Share of Local Online Advertising, by Market Size, 2008
- Fig.4.6: Scattergram: TV Sites’ Share Of Local Online Advertising by Market Size, 2008
- CHAPTER 6 - Conclusions & Recommendations
- Fig.6.1: 2008 Revenue vs. Number of Salespeople, Local Sites with Revenue $50k-$40m
- Appendix A: Survey Methodology
- Appendix B: 2008 Ad-Spending for 211 DMAs™
- Appendix C: 2009 Ad-Spending Projections for 211 DMAs™
- Appendix D: Borrell Ad-Spending Methodology .
- Company Proile
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