BIA/Kelsey Sees More Growth For Radio Online After 'Significant Growth' This Year
March 16, 2012 at 4:11 AM (PT)
In the past twelve months, local radio and television stations have made significant strides to bolster their online activities, and it is generating noticeable revenues, writes BIA/KELSEY's MARK FRATRIK.
As will be detailed in BIA/KELSEY's upcoming "Investing In Television" and "Investing In Radio" publications, in 2011 local television stations saw a 19.0% increase in their online revenues to $536 million for total industry online revenues, while local radio stations saw a 15.1% increase to $439 million for total industry online revenues.
What’s driving these numbers? FRATRIK writes "assets. From valuable local content, to cross-promotional opportunities between on and off-air, and a trained sales staff that understands the local market and the advertiser community, the core assets of local stations give them a competitive footing in the online arena. In turn, this success has given broadcast stations the opportunity to expand their position in their local markets from solely an over-the-air media source to a local media company that can provide access to local audiences in different, effective ways for their advertiser clients."
With the first quarter of 2012 about to end, "we expect similar growth to continue for the rest of year with a compounded annual growth rate of 12.8% for television and 11.8% for radio from 2011-2016."
BIA/KELSEY sums up, "even staying grounded in reality, local television and radio stations can look forward to a steady year of solid online growth. With some remaining uncertainties in the economy, this isn’t a bad place to be at all."