Borrell Associates found something surprising in its latest study on advertising spending: Nearly 20 per cent of what's spent on social networking sites is local, not national, in nature.
It suggests local advertisers are beginning to use social networking sites (Facebook and MySpace are easily the two most prominent in the sites studied). As a percentage of overall local online spending, it's very small (three per cent).
Borrell estimates $641 million of an estimated $3.3 billion in social networking advertising will be of local origin this year.
