‘Slight Bump’ Predicted for 2016 Radio Revenues
In 2015, U.S. over-the-air radio revenues were $14 billion, down slightly from $14.3 billion in 2014.
Despite the slight dip in over-the-air revenues, “radio remains an important part of the local marketing mix, as the fourth largest local media segment, with more than 10 percent of the local ad revenue pie,” says BIA/Kelsey SVP/Chief Economist Mark Fratrik.
He predicts a “slight bump” in overall U.S. radio revenues this year, boosted by political spending and double-digit increases in online revenues.
Online generated $710 million in 2015.
BIA/Kelsey forecasts both sources of radio income to continue growing at a slight pace over the next few years, reaching $15.9 billion overall in 2020.
Meanwhile after a year at number two, Hubbard’s WTOP(FM), Washington regained the number one spot as the nation’s top revenue-producing radio station in 2015, bumping last year’s leader, iHeart Media’s KIIS(FM), Los Angeles, to number two. WTOP took in $65 million in ad revenues last year and KIIS was close behind at $64,700.
You can see the top ten highest revenue-generating stations on BIA/Kelsey’s list above.
The figures come from BIA/Kelsey’s 2016 Investing in Radio Market Report.