Another forecaster is predicting a grim outlook in 2009 for both radio and spot TV. According to SNL Kagan’s updated Radio/TV Station Annual Outlook, radio revenue will drop 15 percent, only a tad better than spot TV which will decline 15.7 percent.
The grim forecast is on top of steep declines in 2008. Radio ended the year down 10 percent to $17.7 billion and spot TV was down 6.9 percent to $20.1 billion.
SNL Kagan is forecasting a turnaround in 2010, with modest growth for both media in 2013.
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