BIA/Kelsey Sees First Half Of 2010 Stronger Than Anticipated
September 15, 2010 at 4:27 AM (PT)
Overall, local advertising is growing slightly faster in 2010 compared with earlier estimates, according to BIA/KELSEY. In a preview of its forthcoming mid-year update to the BIA/KELSEY Annual U.S. Local Media Forecast (2009-2014), the firm's executives told attendees of its Directional Media Strategies 2010 (DMS '10) conference in DALLAS that local advertising will reach $133.3 billion by the end of 2010. This represents a 2.1% increase over 2009, compared with the firm's original estimate of a 0.95 percent decline.
Two media categories that have seen greater than expected growth in 2010 are television, up 13% over 2009, due to stronger political advertising, and online advertising, up 30.2% over 2009.
"After the challenges of 2009, it is good to see a faster rebound in 2010," said BIA/KELSEY Pres. NEAL POLACHEK. "Still, we don't expect to see meaningful recovery until 2012."
In the later years of the forecast period (2011-2014), growth rates are expected to be slightly slower, with the 2014 total local advertising estimate close to what was originally forecast.
BIA/KELSEY will provide the complete mid-year forecast update to clients of the company's Continuous Advisory Services later this month.