/ 12.22.2009 12:00AM
TV Revenues End 2009 Down 22 Percent
CHANTILLY, VA.: The television industry is ending 2009 with
lower than expected revenues of $15.6 billion, a 22.4 percent decline from
2008, BIA/Kelsey says. The revenue level--in the mid-$10 billions range--is a
throwback to around 1995 and is expected to persist through 2013, the research
firm said.
BIA/Kelsey forecasts 2010 TV revenues to reach $16.1 billion, with $130 million
coming from online advertising. The company notes that online income brought
the industry $518 million in 2009, a 12 percent increase over last year's $463
million. BIA/Kelsey predicts continuous annual double-digit revenue growth from
Internet and mobile platforms through 2013, when they’re expected to reach the $1
billion mark.
BIA said state and local elections will help certain markets in 2010. Among
those, Philadelphia, Pittsburgh, Las Vegas, Chicago, St. Louis and Hartford-New
Haven, Conn., are expected to benefit from political spending.
“While television’s numbers are tapering down due to audience erosion from
other media delivery options, we continue to see that local TV remains a
valuable way to reach relatively larger audiences, critical for mass communications
in political campaigns,” said Mark Fratrik, Ph.D., vice president of BIA
Advisory Services. “Additionally, online revenues are expected to grow as
stations get more sophisticated in the way they sell to advertisers and
integrate their mobile and Internet offerings with their broadcasting
operations.”