Published on March 10, 2010 | Email this article
Digital TV and radio local ad revenue will significantly outpace overall local ad revenue growth in those media,according to a new report from BIA/Kelsey.
Mobile and web platform digital revenue will jump 17.8% (compound annual growth rate), to $18.3 billion, while total ad revenue for those media will grow just 2.8%, from $29.9 billion in 2009 to $34.3 billion in 2014.
This year, local TV revenue is expected to grow 4.3%, to $16.8 billion, while digital revenue will reach $600 million - a 20% increase, reports Brandweek. Radio revenue will grow 1.5%, to $13.9 billion, with digital revenue jumping 25% to $500 million.
“Evolve to Participate”
BIA/Kelsey’s chief strategy officer and program director for Digital Strategies for Broadcasting urges broadcasters to evolve in order to “participate in more areas of the media ecosystem.” This means developing the right multiplatform and multiple revenue stream strategies, which in turn requires new workflow, partnerships, business models and resources.
All Local Media
BIA/Kelsey recently predicted that U.S. local ad revenue across all media will have an annual growth rate of 2.2% from 2009, reaching $144.9 billion in 2014.
Following a significant contraction in 2009, local media spending will be slow through 2011, with meaningful recovery beginning in 2012.
The prediction for slow spending this year and next is being driven in part by the larger than previously forecast declines in newspaper and direct mail and slowing growth of the interactive/online sector (including search, display and classifieds).
Nenhum comentário:
Postar um comentário