Friday, April 27, 2012 | Edited by Daniel Moores
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Local Online Radio Looks Strong in 2012

According to the first edition of its quarterly Investing In Radio Market Report, BIAKelsey reports over-the-air local radio station revenues in 2011 reached $14.1 billion, a 0.4% increase from the year before. Radio's online revenues increased 15.1% in 2011, reaching $439 million.

The report anticipates online revenues in 2012 will continue to grow at a fast pace, becoming an important portion of station income. Overall radio industry revenues are expected to reach $14.6 billion in 2012, a 3.5% rise over last year, bolstered by the national election. Online radio ad revenues will grow from $505 in 2012 to $767 million in 2016.

Mark Fratrik, vice president and chief economist, BIA/Kelsey, says "...the industry always picks up steam in an election year...news stations, in particular, continue to be leaders in many markets by creating comprehensive over-the-air and digital portfolios...to drive deeper advertiser engagement and prove their value..."

The study shows the wide variations between some markets and identifies several small and mid-size areas that were able to distinguish themselves in 2011.
  • Portland, Maine, market had the largest increase in revenues over 2010, with $25.4 million, or 22.8%
  • Worcester, Massachusetts, posted a 15.8% increase, with $12.9 million in revenue
  • Ann Arbor, Michigan, a 10.5% increase with $6.1 million in revenue
  • Providence-Warwick-Pawtucket, Rhode Island, where revenue grew to $45.3 million, a 9.9% increase over 2010
(Source: The Center for Media Research, 04/20/12)

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