BIA/Kelsey Raises Forecast for 2010 Radio
Industry Revenues as First-Quarter Returns Show
Growth will come from utilization of OTA assets with mobile and online
May 27, 2010 11:00 AM Eastern Daylight Time
CHANTILLY, Va.--(EON: Enhanced Online News)--BIA/Kelsey, adviser to companies in the local media space,
has slightly raised its outlook for the radio industry in 2010. Based on first-quarter results from a number of radio
ownership groups, other market intelligence, and a renewed optimism for the industry as a whole, BIA/Kelsey now
expects total radio industry revenues to hit $14.21 billion, an increase of 3.7 percent over last year. The higher
forecast, which appears in the second edition of BIA/Kelsey’s quarterly “Investing In Radio® Market Report”, also
reflects radio’s continued success in incorporating digital and mobile plans into its overall strategy.
“We’re confident that there is still a lot of room for growth in radio, but it will be a slow and steady rise that
shouldn’t be measured by the results of a single quarter,” said Mark Fratrik, Ph.D., vice president, BIA/Kelsey.
“The impact of this year’s growth will be seen across many markets and is likely to reflect the areas around the
country that have seen an economic upturn.”
A chart with BIA/Kelsey’s updated five-year forecast for the radio industry is available at
Radio’s position in the overall local marketplace is also significant when compared with the revenues of other local
media including direct mail, newspapers, television and Yellow Pages. According to BIA/Kelsey’s Media Ad View
reports, over-the-air radio ranks fourth in 2009 U.S. local media revenues, with 10.5 percent of the $130.2 billion
total. Media Ad View provides research, trending and analysis across 12 media categories.
“In order for radio to maintain its position in the wider local media marketplace, it needs to continue to grow its
broadcast revenues concurrent with its digital prospect