BIA/Kelsey Forecasts Local Ad Spending on Broadcast to Reach $34.3B in 2014
March 26, 2010
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
/PRNewswire/ — 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/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.
