US TV ad revenues forecast to see 2009 fall
The US television industry is expected to see a 22.4% decline in advertising revenues for 2009, leaving it with a total of $15.6 billion, according to a report from BIA/Kelsey.
BIA/Kelsey said that the significant drop begins a leveling-off of TV industry revenues, to the mid-$10 billion level – a level not seen since the mid-1990s – through at least 2013, reports MediaBuyerPlanner.
Next year, TV revenues will increase slightly, to $16.1 billion; $130 million will come from online advertising, BIA/Kelsey said. Online revenues will continue to increase at double-digit levels, and are expected to hit $1 billion by 2013, according to the forecast.
Mark Fratrik, VP of BIA Advisory Services, said: “While television’s numbers are tapering down due to audience erosion from other media delivery options, we continue to see that local TV remains a valuable way to reach relatively larger audiences, critical for mass communications in political campaigns.
“Online revenues are expected to grow as stations get more sophisticated in the way they sell to advertisers and integrate their mobile and internet offerings with their broadcasting operations.”
A recent study from Synovate found that around half (52%) of American TV viewers would be willing to watch ads they would otherwise skip if they were paid to view them.