BIA/Kelsey Forecasts Local Ad Spending on Broadcast to Reach $34.3B in 2014
BIA/Kelsey introduces ‘Digital Strategies for Broadcasting,’
an advisory service for media and technology companies engaged in local broadcasting’s transition to
multiplatform strategies
CHANTILLY, Va. (March 9, 2010)
BIA/Kelsey (www.bia.com
and
www.kelseygroup.com) forecasts local advertising
revenues for television and radio to reach $34.3 billion in 2014, up from
$29.9 billion in 2009, representing a compound annual growth rate (CAGR) of
2.8 percent. Digital revenues for these media are expected to grow at a 17.8
percent CAGR during the same period, illustrating the continued shift toward
digital media. The five-year outlook for local broadcast media is detailed
in BIA/Kelsey’s 2010 U.S. Local Media Annual Forecast (2009-2014), which is
available to clients of the firm’s new advisory service, Digital Strategies
for Broadcasting (DSB). DSB provides research and analysis on how the
changing local media landscape will affect the broadcaster community and its
supporting network of vendors and technology providers.
“Broadcasters must evolve to participate in
more areas of the media ecosystem,” said Rick Ducey, BIA/Kelsey’s chief
strategy officer and program director, Digital Strategies for Broadcasting.
“This means developing the right multiplatform and multiple revenue stream
strategies, which in turn requires new workflow, partnerships, business
models and resources. The mission of DSB is to provide the strategic
guidance and market intelligence to the media and technology companies that
can help broadcasters successfully transform.”
DSB clients are companies with a stake in
the future of the local broadcast business, including broadcast groups,
local TV and radio stations, digital advertising technology and service
providers, broadcast sector-focused financial institutions and investment
firms, suppliers and advisors, advertising agencies, and trade associations.
“We already provide the most complete view
available of local media through our research and forecasts, included in
‘Investing in Television™,’ ‘Investing in Radio™’ and Media Access Pro™, as
well as our existing advisory services focused on interactive local media,
Yellow Pages and directories, mobile local media and online marketplaces,”
said Neal Polachek, president, BIA/Kelsey. “The addition of the DSB advisory
service, which offers access to the top broadcast and digital media analysts
in the business, is a natural extension of our coverage and a powerful
resource for our clients.”
In addition to BIA/Kelsey’s annual forecast,
clients of Digital Strategies for Broadcasting have access to the firm’s
team of knowledgeable analysts, as well as informative and timely reports
covering the subjects that are pertinent to the local broadcast community.
Upcoming report topics include:
·
Over The Top (OTT) Video
·
Building Cross-Platform Audiences and Revenues
·
Broadcasters Finding Success in Hyperlocal
·
Radio on Mobile Devices: What Are the Business Models?
This spring, BIA/Kelsey will host a
companion conference to the advisory service — Digital Strategies for
Broadcasting 2010 (www.kelseygroup.com/dsb2010)
— which takes place May 17-19 at the Hyatt Regency on the Hudson, in Jersey
City, New Jersey, across the river from Manhattan. The conference will focus
on the theme “New Platforms, New Revenues” and will offer access to the top
digital media executives from across the local media ecosystem.
To learn more about the Digital Strategies
for Broadcasting advisory service, visit
http://www.kelseygroup.com/services/DSB.asp,
or contact Steve Passwaiter at
spasswaiter@bia.com
or (703) 802-2973. BIA/Kelsey will present additional findings from its
broadcast forecast in a free webinar on Tuesday, March 16 titled,
“Capitalizing on the Shift to Local and Digital Media.” For details and
online registration, go to
https://www1.gotomeeting.com/register/200234297.
Additional findings from BIA/Kelsey’s 2010
U.S. Local Media Annual Forecast can be viewed online at
http://www.kelseygroup.com/press/pr220210.asp.
About BIA/Kelseyy
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 at
http://blog.bia.com/bia/
and
http://blog.kelseygroup.com/,
and it can be found on Twitter through
http://twitter.com/BIAKelsey
