BIA/Kelsey Adjusts 2010 Radio Industry Revenues Forecast

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BIA/Kelsey Adjusts 2010 Radio Industry Revenues Forecast

May 27, 2010 4:43 PM

2009 U.S. Local Media Revenues
$130.2 Billion TotalMediaPercentage
of Revenue
Direct Mail28.9% Newspapers21.5% TV12.4% Radio10.5% Yellow Pages9.7% Online/Interactive5.4% OOH4.9% Cable3.7% Magazine2.6% E-mail, Reputation and Presence Management0.3% Mobile0.1%

Chantilly, VA - May 27, 2010 - BIA/Kelsey has slightly raised its outlook for the radio industry in 2010. Based on first-quarter results from a number of radio ownership groups and other market insight, BIA/Kelsey now expects total radio industry revenues to hit $14.21 billion, an increase of 3.7 percent over 2009. The higher forecast, which appears in the second edition of BIA/Kelsey's quarterly Investing In Radio Market Report, also reflects radio's continued success in incorporating digital and mobile plans into its overall strategy.

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BIA/Kelsey updated five-year forecast for the radio industry. (Click image to enlarge.)

Radio's position in the overall local marketplace is also significant when compared with the revenues of other local media including direct mail, newspapers, television and Yellow Pages. According to BIA/Kelsey's Media Ad View reports, over-the-air radio ranks fourth in 2009 U.S. local media revenues, with 10.5 percent of the $130.2 billion total. Media Ad View provides research, trending and analysis across 12 media categories.