A new BIA/Kelsey report says local video ad sales are expected to hit $37 billion by 2022.
A BIA/Kelsey recap found that while there were 10 more TV station deals last year than in 2016, the value of them decreased by $600 million. On the radio side, one major acquisition help boost the dollar value by $2.8 billion.
Broadcast TV continues as second largest local advertising medium (after direct mail) with 13.8% of predicted $151.2 billion in total local ad spend. Next is mobile at $19 billion or 13%. The total is up 5.2% from this year, the largest annual increase in five years.
BIA Kelsey’s Tom Buono and Mark Fratrik discuss several areas that they believe offer near-term opportunities for TV stations, including strong economic conditions, growing online/digital advertising, social media and cross-platform advertising, political advertising, ATSC 3.0 and more.
BIA/Kelsey says the largest marketers in the healthcare vertical including residential care facilities, hospitals and physicians are predicted to spend $2.5 billion, $5.05 billion and $2.6 billion, respectively, on local media in 2018.
Major TV network-owned media companies — NBCU, Fox, Discovery, A&E, Viacom and Turner — as well as other broadcasters are among companies using advanced data analytics to support the sale of their linear TV inventory across all of their portfolio TV networks in combination rather than individually as they have done in the past.
BIA/Kelsey estimates that the health care advertising category will grow at a 1.8% compound annual rate to $11.56 billion in 2021.
A new BIA/Kelsey study says that enhancing station ratings with third-party “Big Data” about viewers’ buying interests “adds substantially to the local TV value proposition” by permitting targeted advertising that would mean local TV broadcasters could become “more competitive with digital pure-play platforms and would see greater revenue growth in better monetizing their broadcast audiences.”
While diginets still have some hurdles to face — such as rising program license fees — they have captured the attention of general-market advertisers and they are looking forward to the rollout of the upcoming ATSC 3.0 broadcast standard with its expanded capacity. What’s more, the multicast networks are relieved that the FCC’s incentive auction and ongoing repack of the TV band isn’t affecting their station carriage deals to any significant extent.
Look for local advertising spending in the U.S. to grow 3.8% annually to $174 billion in 2021, according to BIA/Kelsey’s mid-year projections on the market. The new report adjusts downward its projection for this year to $147.9 billion because of softer-than-expected economy. It also predicts shift of share from traditional media to digital and mobile.
A new BIA/Kelsey forecast shows real estate, retail, general services and automotive are the leading categories.
BIA/Kelsey and Share Rocket have published a white paper, Local TV Station Roadmap for Monetizing Social Media examining the social media opportunities for broadcasters and providing four basic strategies for success. The paper says the addition of social channels into their marketing solutions empowers local television broadcasters to develop new audience products for their clients. The […]
ComScore’s station-level local television data will be integrated into BIA/Kelsey’s local advertising spending data and forecasts to deliver integrated local market audience/ratings metrics.
A new BIA/Kelsey estimate finds retransmission consent fees, increased election advertising in numerous states and double-digit growth from digital media offerings all contributed to a strong year for television stations.
Share Rocket data will be delivered via BIA/Kelsey’s broadcast products. Featured will be the addition of Share Rocket’s station-level social media data for the top 100 U.S. local television markets to BIA/Kelsey’s data and analytical software. The venture will also include industry initiatives designed to examine social media audiences of local TV stations.
At the same time, over-the-air remains steady in 2016, according to BIA/Kelsey. The news/talk category bumps higher for the year, as Hubbard’s WTOP-FM Washington retains the lead spot among the top 10 revenue generators.
A new report from BIA/Kelsey titled “Advertising and Marketing Trends of Franchisees” reveals 65% of franchisees surveyed use co-op dollars for advertising and promotion, with more than one-third reporting that up to half of their ad spend comes from co-op dollars. The report is the latest in a series based on data from BIA/Kelsey’s Local Commerce Monitor […]
Local market advertising in the state of Texas will reach $13 billion this year across 19 television markets, according to a forecast by BIA/Kelsey. Not surprisingly, the Dallas-Ft. Worth market tops the list with a whopping $3.9 billion.
Over 60% of “Plus Spenders” (small and medium-size businesses that spend at least $25,000 a year on advertising and promotions) plan to increase their advertising and marketing spending in 2017. This group of higher spending SMBs continues to add media to their advertising mix and, on average, is now using 20.8 different media and platforms.
Its new study predicts significant incremental revenue for large and medium market stations that would recoup the necessary investment in three years.
The broadcast spectrum auction will impact local TV revenue. It’s been a volatile year for local television. Station owners had expected to see a huge boom this year from political advertising. Instead, revenue was off by as much as a third versus 2012 for some station groups. Still, revenue for TV stations, including advertising and retrains, will hit a healthy $31 billion this year, according to BIA/Kelsey’s latest forecast. BIA/Kelsey’s Mark Fratrik talks about the impact of the spectrum auction, the state of local TV advertising, and what buyers need to know about next year.
Based on the revenue estimate, BIA/Kelsey places a value of $84 billion on the entire industry. Of the $31 billion, it also says, 83% comes from just 18 major station groups with more than half the stations.
The analysts say that’s up 2.4% from this year’s projected $145.2 billion. Digital ad revenue increases are driving the growth, they say, up 13.5% to $50.2 billion. Broadcast and print revenues will take a 2.4% dip, however, to $98.6 billion in 2017.
BIA/Kelsey today introduced an online version of the its Media Access Pro data and analytical software service. Media Access Pro Online lets subscribers access and search the television, radio and newspaper database with Macs, tablets and laptops and from anywhere the subscriber can connect to the Internet. “For three decades Media Access Pro has built its reputation as the go-to […]
A new report from BIA/Kelsey says that while television stations will experience many new challenges between now and 2020, they will also maintain an important presence in the local media marketplace, remaining a major part of national and local advertising plans.
Programmatic has become a small but growing part of national TV buying. NBCUniversal rolled out programmatic capabilities across all of its networks earlier this year, and other networks have experimented with it. But programmatic has been slower to come to local TV. BIA/Kelsey’s Rick Ducey talks about why the process can’t be rushed, how important buyer-seller cooperation will be, and what the impact could be on CPMs.
BIA/Kelsey forecasts U.S. local television station advertising revenues to reach $20.8 billion in 2016, up 12.1% from 2015. In addition, TV station online ad revenues will grow to just over $1billion in 2016, up 13.3% over last year.
BIA/Kelsey examined the annual revenue changes that have occurred since 1988 and those it predicts will occur through 2018 to generate a four-year moving average. By continuously averaging four years, the impact of two election years (one presidential) and two non-election years are incorporated into the prediction. The overall trend in local TV’s advertising averages is around 3%-4%. That consistency is expected to continue, which will make local television advertising a continuing, important part of the advertising mix, BIA/Kelsey says.
In its U.S. Local Media Forecast (2013-2018) released today, BIA/Kelsey forecasts local media advertising revenues to climb from $133.2 billion in 2013 to $158.6 billion in 2018, a compound annual growth rate of 3.6%.
The local commercial broadcast television and radio industry contributes $1.24 trillion of Gross Domestic Product and 2.65 million jobs to the American economy annually, according to a new study by Woods & Poole Economics with support from BIA/Kelsey. The analysis, which breaks down broadcasters’ influence on the economy of all 50 states and the District of Columbia, concluded that both television and local radio broadcasting’s economic impact will continue to grow in the coming years.
BIA/Kelsey, local media industry consultant, today announced the promotion of Mark Fratrik to senior vice president. Since joining the company in 2001, media economist Fratrik has been a leader in the firm’s research and forecasting initiatives on the local media market, including the recent growth of online, digital and mobile. Fratrik manages the company’s premier […]
According to analysis by BIA/Kelsey, strong political advertising revenues from the previous year, retransmission consent revenues and continued historically lower interest rates were all contributing factors to this strong showing in the television station acquisition market.
A new state-of-the-industry report says retransmission consent rate agreements and digital offerings are generating substantial cash flows and boosting investor confidence in station groups.
Local media’s efforts to boost digital revenue — which BIA/Kelsey last month said will rise faster than previously forecast — will be in the spotlight at the firm’s annual end-of-year Interactive Local Media conference. “Our goal with this conference is to look at how the impact of digital will be higher and faster and ways that it will beat this forecast,” says BIA/Kelsey’s Peter Krasilovsky.
BIA/Kelsey is projecting local ad revenue to grow at a rate of 2.8% per year, hitting $151 billion by 2017. The firm had previously forecast an annual rate of 2.3%, but revised its report based on an expected increase in online ad spending.
A panel session in Washington on Wednesday night broke down the ways broadcasters can make money off mobile DTV services, including TV Everywhere and subscription-based models. “We built a system and service that is compatible with multiple business models,” says Salil Davi, co-GM of Dyle.
BIA/Kelsey has expanded its executive team with the promotions of analyst Michael Boland to vice president, content, and analyst Jed Williams to vice president, consulting. In addition, veteran digital media executive Warren Kay has joined the firm as executive-in-residence. Since joining the company in 2005, Boland has been covering interactive and mobile media. As VP, […]
BIA/Kelsey’s Media Ad View Plus forecast breaks down the $132 billion local media industry, across local ad markets, media and business categories, with a variety of projections over. TV, cable and digital’s showing continues to rise, while newspapers and magazines are seen falling in 2017.
Revenue from online properties is expected to soften the blow of the political off-year and help local TV stations continue their upward trend toward pre-recession numbers, according to BIA/Kelsey’s new Investing in Television Market Report.
The report, “Sales Transformation: Building a Sustainable Model,” examines companies that share a common focus on SMB advertisers and their move beyond traditional sales models.