Local radio stations grew online revenue at a 15% pace in 2011. Total industry online revenues were $439 million, according to a new report by BIA Kelsey.
According to BIA Kelsey, radio’s ability to create and sell local content, combined with the ability to cross promote on and off air, has “has given broadcast stations the opportunity to expand their position in their local markets from solely an over-the-air media source to a local media company that can provide access to local audiences in different, effective ways for their advertiser clients.”
In fact, local content assets, sold by a trained local sales team, are the combined forces that will enable local radio stations to grow online revenue to $767 million by 2016. BIA Kelsey predicts a steady 11.8% growth rate 2012 – 2016.