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BIA/Kelsey Forecasts Local Ad Spending on Broadcast to Reach $34.3B in 2014

BIA/Kelsey introduces 'Digital Strategies for Broadcasting,' an advisory service for media and technology companies engaged in local broadcasting's transition to multiplatform strategies

CHANTILLY, Va., March 9 /PRNewswire/ -- BIA/Kelsey (www.bia.com and www.kelseygroup.com) forecasts local advertising revenues for television and radio to reach $34.3 billion in 2014, up from $29.9 billion in 2009, representing a compound annual growth rate (CAGR) of 2.8 percent. Digital revenues for these media are expected to grow at a 17.8 percent CAGR during the same period, illustrating the continued shift toward digital media. The five-year outlook for local broadcast media is detailed in BIA/Kelsey's 2010 U.S. Local Media Annual Forecast (2009-2014), which is available to clients of the firm's new advisory service, Digital Strategies for Broadcasting (DSB). DSB provides research and analysis on how the changing local media landscape will affect the broadcaster community and its supporting network of vendors and technology providers.

"Broadcasters must evolve to participate in more areas of the media ecosystem," said Rick Ducey, BIA/Kelsey's chief strategy officer and program director, Digital Strategies for Broadcasting. "This means developing the right multiplatform and multiple revenue stream strategies, which in turn requires new workflow, partnerships, business models and resources. The mission of DSB is to provide the strategic guidance and market intelligence to the media and technology companies that can help broadcasters successfully transform."

DSB clients are companies with a stake in the future of the local broadcast business, including broadcast groups, local TV and radio stations, digital advertising technology and service providers, broadcast sector-focused financial institutions and investment firms, suppliers and advisors, advertising agencies, and trade associations.

"We already provide the most complete view available of local media through our research and forecasts, included in 'Investing in Television(TM),' 'Investing in Radio(TM)' and Media Access Pro(TM), as well as our existing advisory services focused on interactive local media, Yellow Pages and directories, mobile local media and online marketplaces," said Neal Polachek, president, BIA/Kelsey. "The addition of the DSB advisory service, which offers access to the top broadcast and digital media analysts in the business, is a natural extension of our coverage and a powerful resource for our clients."

In addition to BIA/Kelsey's annual forecast, clients of Digital Strategies for Broadcasting have access to the firm's team of knowledgeable analysts, as well as informative and timely reports covering the subjects that are pertinent to the local broadcast community. Upcoming report topics include:

  • Over The Top (OTT) Video
  • Building Cross-Platform Audiences and Revenues
  • Broadcasters Finding Success in Hyperlocal
  • Radio on Mobile Devices: What Are the Business Models?

This spring, BIA/Kelsey will host a companion conference to the advisory service -- Digital Strategies for Broadcasting 2010 (www.kelseygroup.com/dsb2010) -- which takes place May 17-19 at the Hyatt Regency on the Hudson, in Jersey City, New Jersey, across the river from Manhattan. The conference will focus on the theme "New Platforms, New Revenues" and will offer access to the top digital media executives from across the local media ecosystem.

To learn more about the Digital Strategies for Broadcasting advisory service, visit http://www.kelseygroup.com/services/DSB.asp, or contact Steve Passwaiter at [email protected] or (703) 802-2973. BIA/Kelsey will present additional findings from its broadcast forecast in a free webinar on Tuesday, March 16 titled, "Capitalizing on the Shift to Local and Digital Media." For details and online registration, go to https://www1.gotomeeting.com/register/200234297.

Additional findings from BIA/Kelsey's 2010 U.S. Local Media Annual Forecast can be viewed online at http://www.kelseygroup.com/press/pr220210.asp.

About BIA/Kelsey

BIA/Kelsey advises companies in the local media space through consulting and valuation services, research, Continuous Advisory Services, and conferences. Since 1983 BIA/Kelsey has been a resource to the media, mobile advertising, telecommunications, Yellow Pages and electronic directory markets, as well as to government agencies, law firms and investment companies looking to understand trends and revenue drivers. BIA/Kelsey's annual conferences draw executives from across industries seeking expert guidance on how companies are finding innovative ways to grow. Additional information is available at www.bia.com and www.kelseygroup.com. The company's blogs are located at http://blog.bia.com/bia and http://blog.kelseygroup.com, and it can be found on Twitter through http://twitter.com/BIAKelsey.

SOURCE BIA/Kelsey

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