Local digital ad growth slows to 18-year low as markets mature
Updated
Updated · MediaPost Communications · May 5
Local digital ad growth slows to 18-year low as markets mature
6 articles · Updated · MediaPost Communications · May 5
Borrell Associates said growth is now in low single digits and forecasts it will fall below 3% by 2029 across 513 US markets.
Its report, based on more than 9,000 local media operations, said digital made up 72% of local ad spend, while local media companies sold $17.8bn in digital ads in 2025.
Search advertising is flattening as display, social and video overtake it locally, with AI ad placements emerging and 84% of local digital spending still flowing to out-of-market platforms.
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