SNL Kagan says TV stations' 2009 revenues could drop 15.7%, with radio stations sinking 15.0%. This compares with a 6.9% drop in TV station revenue and 10% drop in radio station revenue in 2008.
Last year, TV stations local and national spot revenue ended at $20.1 billion, with radio at $17.7 billion, according to the media research company.
SNL Kagan believes things will begin to turn around in 2010. But through 2013, Kagan says resultant revenue after five years will amount to a 2.0% decline for TV and a 1.9% fall for radio from the levels of this year.
Local markets in Michigan will grow the slowest -- with Detroit market seeing a 16.3% decline for radio and a 17.7% fall for TV.
Washington, D.C., will have the best performance of all markets when it comes to five-year revenue projections, coming close to returning to today's levels. SNL Kagan says Washington will be at a 0.4% loss for radio and 0.2% decline for TV. San Diego came in second, projecting a 0.4% decline for radio and 0.5% fall for TV.