BIA/Kelsey says the drop is steeper than the 17 percent it predicted. As for next year, BIA/Kelsey is predicting a small increase, and as you can see from the chart below, there’s no big recovery on the horizon.
“While television’s numbers are tapering down due to audience erosion from other media delivery options, we continue to see that local TV remains a valuable way to reach relatively larger audiences, critical for mass communications in political campaigns,” said Mark Fratrik, VP of BIA Advisory Services. “Additionally, online revenues are expected to grow as stations get more sophisticated in the way they sell to advertisers and integrate their mobile and Internet offerings with their broadcasting operations.”
True, although a picture is worth a thousand words. As you can see in the chart, local TV, from an overall revenue standpoint, will never be the same again.