BIA/Kelsey Revises Radio Industry Revenue Estimate for 2010

New 2010 Estimates

On the heels of strong political battles nationwide, increased automotive advertising and an improving economy, the radio industry has experienced a better year than expected and will end 2010 with over-the-air revenues of $14 billion, a 5% increase over 2009, according to BIA/KELSEY. In the fourth edition of BIA/KELSEY's quarterly "Investing In Radio Market Report," the company also cites more than 13 markets that will have 9% or greater revenue increases this year, including five top markets, BOSTON, PHILADELPHIA, DENVER, MIAMI and TAMPA.

We might be a long way from pre-recession over-the-air revenue numbers, but broadcasters are supplementing those revenues by taking steps to change the landscape by attracting advertisers through online and mobile and also by extending their signals to at

"The radio industry has proven it remains an important component of the advertising mix by reaching local audiences in all demographic ranges," said BIA KELSEY VP MARK FRATRIK, Ph.D.. "We might be a long way from pre-recession over-the-air revenue numbers, but broadcasters are supplementing those revenues by taking steps to change the landscape by attracting advertisers through online and mobile and also by extending their signals to attract new listeners."

FRATRIK pointed to the industry's innovative use of FM translators to increase its presence in some markets. The "Investing In Radio Market Report" includes in its comprehensive market-to-market comparisons more than 400 AM radio stations across the country that are using FM translators to improve their nighttime coverage areas. HUNTSVILLE, AL, for example, currently has five AM stations using translators to rebroadcast on another frequency to cover areas not adequately served by their main signal. In addition, FM HD multicast stations are rebroadcasting in analog to expand their audiences.

"Stations are embracing the FCC's 2009 ruling allowing retransmission through the use of FM translators," said FRATRIK. "It's an innovative way to broaden their reach, provide more options to listeners in the market and appeal to advertisers."

Investing In Radio

A complete profile of each of the 291 ARBITRON-rated markets with historic and projected market demographic and financial statistics is available in the second edition of the quarterly "Investing In Radio Market Report" and the new 2010 "Investing In Radio Ownership Report" published by BIA/KELSEY. Both publications are part of the "Investing In" financial guide series that includes estimated advertising revenues, technical data, ownership and acquisition information, and more for every market.

Information on these publications is available here.

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