Radio Continues Downward Spiral, Online Only Hope December 5, 2008
Posted by Mark Blei in : Uncategorized , trackbackBy the end of 2008, revenue growth in the radio industry is expected to have fallen 7%, the second year of negative growth for the medium, according to estimates in a report from from BIA Advisory Services, writes MarketingCharts.
BIA estimates that radio-station revenues will fall to $16.7 billion in 2008, the lowest in more than five years. This indicates the beginning of a downward spiral that could send revenues plummeting as low as $15 billion next year before possibly rebounding in the next decade if radio is able to exploit new media and capitalize on a multiplatform approach.
Revenue percentages will also fall another 10% in 2009, but may have a chance for positive growth by 2010, the report said.
“The already low forecasts for growth in radio coupled with a generally dismal economic climate have also placed a particular strain on the valuations radio stations need to maintain their financing or to be sold,” said Mark R. Fratrik, PhD, VP of BIA Advisory Services. “The waters are very rough right now but the general profitability of radio keeps us optimistic that the industry will weather the storm providing it strategically invests in its online presence, which will prove to be its rescue as ad budgets continue to shift to more measurable online media.”
Internet Looks Promising
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