Despite political and Olympic year TV advertising revenue in 2008, BIA estimates that TV stations will only reach $20.1 billion--its lowest total in seven years.
Regionally, it notes that Midwest TV stations fared a bit better than outlets on the East and West Coasts. Midwest stations sank 5.8%; with East and West Coast TV stations slipping 8.2% and 7.6%, respectively.
In a release, Mark R. Fratrik, vice president of BIA Advisory Services, recommended that the television industry focus "more on compelling cross-platform advertising opportunities in order to significantly raise their revenues in the coming years."
BIA estimates that by 2012, stations could generate an additional $1.1 billion in ad revenues from multicasting content to mobile phones, laptops and other non-TV devices.
It also notes that stations' transactions are at their lowest levels in four years--totaling not much more than $1 billion in 2008, from sales of about 65 stations.