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TV Basics: Top Categories of Local Online Advertising
Real Estate dominates the share of locally spent online advertising. When related categories such as Builders & Developers, Credit & Mortgage Services and Retail Home Improvement are added, the real estate-related figure reaches 29 percent. An estimated 77 percent of home buyers used the Internet in their search by the end of 2005.*
Automotive and Credit & Mortgage Services are other dominant categories at the local level with double-digit growth. Auto dealers have reduced their newspaper expenditures in the past two years, pushing some of it into online media. Also driving the growth is the availability of streaming video commercials. The Auto Marketing category comes in second at 7.1%.
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2006 Market Projections for Top 20 "Local Local" Online Ad Categories
All Projections in $ Millions As of Q3 Data |
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Category Description |
“Local Owned”
Online Ad $ |
Category
Share |
Cumulative
Share |
| |
Real Estate Services |
$545.556 |
|
22.5% |
|
22.5% |
|
| |
Automotive Sales |
$172.598 |
|
7.1% |
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29.7% |
|
| |
Credit & Mortgage Services |
$164.527 |
|
6.8% |
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36.5% |
|
| |
DotCom Businesses |
$92.318 |
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3.8% |
|
40.3% |
|
| |
General Merchandise Stores |
$88.384 |
|
3.7% |
|
43.9% |
|
| |
Hospitals |
$81.115 |
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3.4% |
|
47.3% |
|
| |
Computer-related Services |
$69.561 |
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2.9% |
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50.2% |
|
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Eating and Drinking Places |
$65.640 |
|
2.7% |
|
52.9% |
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Other Medical Professionals |
$56.821 |
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2.3% |
|
55.2% |
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Telecommunications |
$43.735 |
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1.8% |
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57.0% |
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Miscellaneous Retail |
$43.518 |
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1.8% |
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58.8% |
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Financial Services |
$41.844 |
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1.7% |
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60.5% |
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Retail Home Improvement |
$41.355 |
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1.7% |
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62.3% |
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Pharmacies |
$40.213 |
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1.7% |
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63.9% |
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Medical Doctors |
$39.801 |
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1.6% |
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65.6% |
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Government |
$35.076 |
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1.4% |
|
67.0% |
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Food Stores |
$27.326 |
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1.1% |
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68.1% |
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Furniture Stores |
$26.912 |
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1.1% |
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69.2% |
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Banks |
$26.592 |
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1.1% |
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70.3% |
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Hotels/Motels |
$26.458 |
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1.1% |
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71.4% |
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Business to Business |
$263.156 |
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10.9% |
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82.3% |
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All Other Local Advertisers |
$428.244 |
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17.7% |
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100% |
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Market Totals |
$2,420.750 |
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100% |
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Source: 2007 Borrell Associates Inc.
*National Association of Realtors, 2005 Profile of Home Buyers and Sellers
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© 2008, Television Bureau of Advertising, Inc. All rights reserved. Republication and redistribution of this report in total, other than by TVB members or its authorized agents or designees, without written permission is strictly forbidden. Any republication, in whole or in part, must include credit to TVB and its sources.
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