5-1-2012
BIA/Kelsey says local television over-the-air revenues in 2011 dipped 7.8% from the previous year, due primarily to the economy and the odd-year election cycle. BIA says in 2011 stations took in $17.9 billion in revenues, compared with $19.4 billion in 2010. In 2011 local television stations earned $535 million from online sources, an 18.7% jump compared with $450 million in 2010.
In 2012 combined over-the-air and online revenues are forecast to rise to $20.3 billion, based on the presidential and other elections, overall improved consumer spending, and growth in online ad spending. In terms of transactions, BIA/Kelsey reports the industry saw an uptick in transactions in 2011 over 2010, with 50 station sales totaling $1.1 billion.
"Local advertising industry revenues typically rise and fall depending on the political year," said Mark Fratrik, Ph.D., vice president and chief economist, BIA/Kelsey. "Advertising income for local television is trending upward and showing signs of rebound, with a good first quarter for many public television companies. Still, the 2012 over-the-air television advertising market is not what it was 11 years ago."
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