BIA Revises Radio Forecast Downward

Radio revenue may have hit bottom, but the bottom was so low, it caused forecasters to rethink their expectations for the medium in 2009. BIA Thursday (June 4) estimated total radio revenue will total $14 billion this year, a 15 percent drop compared to last year. That’s nearly 5 percentage points off BIA’s March forecast of 10.6 percent.

The good news with the forecast is that BIA analysts believe that the economy has begun to bottom out and that fall and winter won’t be nearly as harsh as the beginning of the year.

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