TV stations are enjoying a very healthy recovery, so healthy that for the fourth time, BIA/Kelsey is raising its forecast, adding more than 4 percentage points to its May predictions. The forecast released Wednesday (June 30) predicts TV stations will pull in $18.1 billion in revenue, a 10.9 percent gain.
BIA/Kelsey revised up its digital forecast by 5 percentage points. Growing faster than on-air, online revenue for TV stations is expected to hit $648 million this year, up 25 percent.
BIA/Kelsey based its new forecast on “encouraging indications” that advertisers are returning to local TV, combined with a stronger than expected primary election year.
“Television is still the best method to reach large local audience, whether the message is for a product, cause or campaign,” said Mark Fratrik, vp of BIA/Kelsey. “This positive sign should help the industry invest in its infrastructure and position it for growth this decade.”
By 2014, revenue from online will reach $1.2 billion and on-air at $19 billion for a total of $20.2 billion, still below the $22.8 billion TV stations pulled in 2006.