Va. – Following several years of
falling revenue, the radio industry is expected to see slight ad revenue
increases in 2010, according to a new report by media advisory firm BIA/Kelsey.
The firm predicts industry revenue growth of 1.5% this year and 2-4% over the
next few years.
That includes a projected 16.5% compound growth rate from web
and other online sources.
"While the poor economy held it down
momentarily, radio is coming back to demonstrate that it is an important
advertising vehicle, particularly in local media markets," said Mark
Fratrik, vice president of BIA/Kelsey.
"The industry will continue to grow
its online revenues in 2010 as increasingly more progressive radio groups
recognize they are more than just over-the-air transmitters and begin to
integrate cross-platform promotions with their broadcast and web
WTOP ranked second in the nation in terms of the revenue last year, at $51
It was the only local station to crack the top 10, which featured
seven stations from either New York or Los Angeles.