• by Wayne Friedman , April 29, 2010

The latest estimates are that TV stations' sudden advertising growth will rise to an average 7.5% in 2010 to $17 billion over 2009.

The new report, by BIA/Kelsey, a television station consultant and researcher, says most growth will be fueled by an improving economy and political advertising. The fierce midterm elections should prove lucrative for stations, particularly in key battleground states.

It expects television revenues in 10 states to increase by about 8% or more, due to close races. Those states include Arkansas (gaining 8.5%), Pennsylvania (8.5%), Texas (8.48%), Ohio (8.48%) and Colorado (8.43%).

While TV stations' overall fortunes are down from the double-digit increases of previous periods, such as Olympics programming, the future outlook is a welcome sign.

Mark R. Fratrik, Ph.D., vice president, BIA/Kelsey, stated: "We feel the industry is taking a positive turn and should now focus squarely on improving its revenues by identifying sources of income from multi-casting, online and mobile."