BIA/Kelsey Raises Its Outlook for Television
Station Revenues in 2010, as Industry Benefits
From Primary Elections and Advertisers
Returning to Local TV
Increase in TV station revenues for a non-presidential election year is highest in a decade
June 30, 2010 11:00 AM Eastern Daylight Time
CHANTILLY, Va.--(EON: Enhanced Online News)--Based on encouraging indications that advertisers are
returning to local television and a stronger than expected primary election year, BIA/Kelsey, adviser to companies in
the local media space, has raised its outlook for the television industry in 2010. In its second edition of the quarterly
“Investing In Television® Market Report,” BIA/Kelsey projects the industry will have overall revenues of $18.1
billion, a 10.9 percent increase from 2009. Revenues from online sources are expected to hit $648 million this year,
representing a 25 percent growth over last year. BIA/Kelsey anticipates less dramatic positive changes in the latter
half of 2010 compared with the third and fourth quarters of 2009, since the second half of last year was stronger
than the first.
“There’s growing affirmation that local stations are seeing advertisers return. We see this as recognition that television
is still the best method to reach large local audiences, whether the message is for a product, cause or campaign,” said
Mark Fratrik, Ph.D., vice president, BIA/Kelsey. “This positive sign should help the industry invest in its
infrastructure and position it for growth this decade.”
Fratrik also noted that 2010 demonstrates the television industry can sustain itself in non-presidential election years.
Since 1998, non-election even-numbered years have maintained sustainable growth rates, starting with 6.3 percent
that year. Four years later and coming off a recession, 2002 posted a 10.2 percent increase, while 2006 television
revenues increased by 8.5 percent.
“This year holds promising revenue increases due to the unexpected competitive primary election environment, with