News & Events      

BIA/Kelsey Forecasts TV Station Ad Revenues

 to Grow by 7.5% in 2010,
 

Driven Largely by Political Advertising and an

 

Improving Economy

Intense Political Races in Ten States Expected to Lift Station Revenues
 

CHANTILLY, VA. April 29, 2010 – Although the television industry took a significant revenue hit in 2009, BIA/Kelsey predicts this year will see a 7.5 percent increase as combined over-the-air station income will hit $17 billion, compared with last year’s $15.8 billion. In its first edition of the quarterly "Investing In Television^® Market Report," BIA/Kelsey, adviser to companies in the local media space, attributes the improvement largely to political advertising and the changing economy. 

           The "Investing in Television Market Report" now provides comprehensive listings of all digital television stations and apportions revenues to them. This includes full-power stations and their final position allocations now that the digital conversion has passed. According to the report, BIA/Kelsey expects television revenues in 10 states to increase by close to 8 percent or more, due to hotly contested political races. Those states include Arkansas (8.5 percent), Pennsylvania (8.5 percent), Texas (8.48 percent), Ohio (8.48 percent) and Colorado (8.43 percent). 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 provides research, trending and analysis across 12 media categories.

            “We feel the industry is taking a positive turn and should now focus squarely on improving its revenues by identifying sources of income from multicasting, online and mobile,” said Mark Fratrik, vice president, BIA/Kelsey. “Broadcasters should be expanding their businesses into related areas where they’ll find their audiences and be able to give advertisers greater reach.”

The chart below shows television station revenues from 2004-2009 and BIA/Kelsey’s projections through 2014.

Click here for a larger image of this chart

Digital Strategies for Broadcasting 2010

            BIA/Kelsey’s upcoming conference, Digital Strategies for Broadcasting 2010, May 17-19 in Jersey City, New Jersey, will focus on the hundreds of millions of dollars broadcasters are poised to earn from the digital services that are transforming the industry, with a particular emphasis on Web sites, mobile applications, emerging technologies, integrated platforms and multicast.

“Television broadcasters have the opportunity to make this a very transformative year if they leverage their properties with the technologies their viewers are embracing,” said Rick Ducey, chief strategy officer, BIA/Kelsey. “We are gathering some of the top innovators in the industry to discuss and illustrate advancements that will change the broadcast experience. DSB2010 will also serve as a forum to meet potential new partners and exchange ideas among peers.”

Colleen Brown, president and CEO of Fisher Communications, will keynote day two of DSB2010, speaking on how broadcasters can leverage their inherent strengths to capitalize on new digital opportunities. Brown will explain how Fisher has developed a number of creative ways to better serve local consumers and advertisers through Web-enabled channels, including its ambitious hyperlocal program.

In addition, more than 30 other speakers are scheduled to present, including Lisa Bishop, vice president of Internet operations and new media, Gray Television Group; Rob Weisbord, regional group manager and director of digital interactive, Sinclair Broadcast Group; and Steve Lanzano, president, Television Bureau of Advertising. The program will include panels on reinventing local television, where local TV will be in five years from a financial perspective, creating revenues from new platforms, and how to make cross-platform deals and partnerships.

Conference sponsors include Localeze and Shooger. Association partners for this event are Association of Directory Publishers (ADP), Great Outdoor Network (GON), International Classified Media Association (ICMA), NAB Show, New York State Broadcasters Association (NYSBA), Radio Advertising Bureau (RAB), Television Bureau of Advertising (TVB) and Yellow Pages Association (YPA). Conference media partners are Inside Radio, NetNewsCheck.com and Radio-Info.com. Additional details and registration information is available at http://www.bia.com/dsb2010.

 

Investing in Television

A comprehensive profile of all 210 television markets (plus Puerto Rico) and television market projections through 2014 are available in the first-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 on the BIA Website 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, in addition to 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 of the television markets. The compact design of the guides allows readers to rapidly identify key markets and important station details. Additonally, 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 email 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 at http://blog.bia.com/bia/ and http://blog.kelseygroup.com/, and it can be found on Twitter through http://twitter.com/BIAKelsey.