TV Stations Forecast Revised Upward

With the ad economy bouncing back and political revving up, analysts are revising their forecasts for TV stations upward. In its latest forecast, BIA/Kelsey is calling for a 6.5 percent increase for over-the-air TV station revenue to $17 billion.

It’s the third time BIA/Kelsey has made an adjustment to its forecast. In March, the firm predicted TV station revenue would increase 4.3 percent to $16.8 billion. The digital revenue forecast hasn’t changed. BIA/Kelsey still forecasts digital will hit $600 million in 2010, a 20 percent gain.

In 10 states where there are hotly contested races, TV revenues are expected to grow by nearly 8 percent or more, such as in Arkansas, Pennsylvania, Texas, Ohio and Colorado.

For 2011, BIA/Kelsey is forecasting TV station on-air revenue to dip to $16.8 billion, a 1.2 percent decline, followed by a 6.5 percent gain in the 2012 election year to $17.9 billion.

By 2014, TV station revenue is forecast to hit $18.4 billion, still below the $22.8 billion TV stations pulled in 2006.

Publish date: April 29, 2010 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT