Press Release

Local TV Ad Revenues to End the Year At $18.5 Billion, Up 17% From 2009; Forecasts Decline in 2011
Top markets increased 22% as political and automotive ads set pace for 2010

CHANTILLY, Va. (Dec. 20, 2010) -Politics and automobiles gave the over-the-air local television industry a much needed revenue injection in 2010, leading BIA/Kelsey, adviser to companies in the local media space, to raise its estimate for the year to $18.5 billion, a 17 percent increase from 2009. In the fourth edition of the quarterly “ Investing In Television® Market Report,” BIA/Kelsey forecasts an 8 percent decrease in local television revenues in 2011, a more pronounced decline due to this year’s unusually robust political campaign season. Top markets with revenue increases of 22 percent or more in 2010 include Denver, Colorado; Tampa-St. Petersburg-Sarasota, Florida; West Palm Beach-Ft. Pierce, Florida; Chicago, Illinois; Indianapolis, Indiana; Cleveland-Akron, Ohio; and Philadelphia, Pennsylvania.

“We have become more bullish for the local television markets over the next decade, particularly as political advertising will continue to be significant in the even-numbered years, when we can expect heated campaigns to take place,” said Mark Fratrik, Ph.D., vice president, BIA/Kelsey. “This year was an affirmation that local television is still vital to any ad campaign, and we anticipate that this won’t go unnoticed by the larger nationwide retailers. Additionally, television broadcasters are making significant progress in enhancing their off-air revenue sources, particularly online, through hyperlocal sites and mobile applications. The blend of traditional media with the targeting of online and mobile media creates a powerful opportunity for revenue generation.”

The chart below shows television station revenues for over-the-air and online from 2008 to 2010 and BIA/Kelsey’s projections through 2014.

Five-year Forecast

In-depth ad spending analysis on local markets, across both traditional and interactive media, is part of BIA/Kelsey’s Media Ad View reports, which provide research, trending and analysis across 12 media categories.

We expect to see more bundling of mobile advertising by digital and local media companies, in an effort to lower the barriers for adoption by small and medium-sized businesses,” said Michael Boland, program director, BIA/Kelsey. “As a result, mobile advertising will move down market to SMB and mid-market segments, increasing the overall revenue opportunity and share of geotargeted ads. This down-market shift will be coupled with large advertiser evolution and adoption of mobile local ad distribution.”

Investing in Television®

A comprehensive profile of all 210 television markets (plus Puerto Rico) and television market projections through 2014 are available in the fourth-quarter edition of “Investing In Television® Market Report” published by BIA/Kelsey and the “2010 Investing In Television® Ownership Report.” Both publications are part of the “Investing In” financial guide series that includes market trend analysis, demographic and economic overviews, competitive overviews, technical data, ownership data, pending and completed transactions, and Arbitron ratings. Information on these publications is available at http://www.bia.com/publications_reference_tv.asp. In addition to the DTV stations, “Investing in Television” continues to include the lower power and Class A stations that are operating on analogue signals and monitors the 381 stations that have secondary multicast program signals and the 1,600-plus full-power stations.

BIA/Kelsey also provides the “Investing In Television® Pocket Guide,” a convenient, abbreviated portable reference guide to all the television markets. The compact design of the guides allows readers to rapidly identify key markets and important station details. BIA/Kelsey also publishes investment reference guides and provides data services for the television and newspaper industries. For more information, call (800) 331-5086 or e-mail info@bia.com.

About BIA/Kelsey

BIA/Kelsey advises companies in the local media space through consulting and valuation services, research, Continuous Advisory Services and conferences. Since 1983 BIA/Kelsey has been a resource to the media, mobile advertising, telecommunications, Yellow Pages and electronic directory markets, as well as to government agencies, law firms and investment companies looking to understand trends and revenue drivers. BIA/Kelsey’s annual conferences draw executives from across industries seeking expert guidance on how companies are finding innovative ways to grow. Additional information is available at www.bia.com and www.kelseygroup.com. The company’s blogs are located athttp://blog.bia.com/bia// and http://blog.kelseygroup.com/, and it can be found on Twitter through http://twitter.com/BIAKelsey.

For more information contact:

Eileen Pacheco
For BIA/Kelsey
(781) 556-1026 |
eileen@tango-group.com

MacKenzie Lovings
BIA/Kelsey
(703) 802-2992
mlovings@bia.com

Robert Udowitz
For BIA/Kelsey
(703) 621-8060
rudowitz@bia.com

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